Nigerian Bottling Company (NBC), a member of the Coca-Cola HBC Group, has strengthened its commitment to building future-ready talent through strategic investments in hospitality entrepreneurship and workforce development.
At the 2026 International Hospitality, Tourism and Eco-Sustainability Forum (IHTEF) in Abuja, NBC partnered with Schweppes to co-sponsor the Bartender Academy for the second consecutive year, providing practical training, mentorship, and entrepreneurship opportunities for young Nigerians seeking careers in the hospitality industry.
The initiative forms part of NBC’s broader sustainability agenda aimed at promoting economic inclusion, creating pathways to employment, and supporting the growth of resilient local value chains.
The two-day academy brought together aspiring bartenders and hospitality professionals from across the country for intensive hands-on sessions covering mixology, customer experience, beverage presentation, and hospitality business management. Participants were also exposed to entrepreneurial skills designed to help them build sustainable careers and businesses within the sector.
Speaking during the forum, NBC’s Corporate Affairs and Sustainability Director, Dr. Soromidayo George, delivered a keynote address titled “Driving Sustainable Value Chains: Corporate Leadership in Africa’s Hospitality Future.”
She highlighted the critical role of sustainability, local supplier development, and responsible business practices in strengthening Africa’s hospitality ecosystem.
According to George, sustainable growth within the hospitality industry depends not only on investment in infrastructure but also on deliberate efforts to develop human capital and strengthen local enterprise participation across value chains.
“Africa’s hospitality sector holds enormous potential for employment, entrepreneurship, and economic growth, but sustainable expansion requires stronger operational ecosystems and deliberate investment in people and local capability,” she said.
Industry experts have consistently identified tourism and hospitality as important drivers of youth employment across the continent. Data from the World Travel & Tourism Council shows that the sector remains a significant contributor to job creation and economic development, particularly for young people and small businesses.
For NBC, initiatives such as the Bartender Academy align with wider efforts to support youth empowerment while contributing to the long-term resilience of the hospitality industry.
The training programme was facilitated by Jude Ewaleifoh, Brand Ambassador for Jack Daniel’s, who guided participants through practical sessions on bartending techniques, mixology, customer engagement, and hospitality entrepreneurship.
The programme culminated in a live cocktail competition involving the ten highest-performing participants. Contestants were assessed on creativity, technical skills, presentation, and product knowledge.
Victoria Esu emerged as the overall winner, receiving a comprehensive entrepreneurship support package that included a ₦1 million cash prize, a mobile bar unit, a professional starter kit, and a one-year mentorship programme with NBC’s Jack Daniel’s Mixologist Ambassador.
Ndubuizu Chinenye and Bayo Damilola Peter were named first and second runners-up respectively, with each receiving ₦500,000 and professional starter kits to support their career growth.
Speaking after her victory, Esu described the programme as a transformative opportunity.
“This experience has given me valuable exposure, professional training, and the confidence to pursue my ambitions within the hospitality industry. I am grateful to NBC and #YouthEmpowered for investing in young talent and creating opportunities that can genuinely support young professionals pursuing careers within the sector,” she said.
As Nigeria continues to grapple with youth unemployment and skills gaps, initiatives that combine training, mentorship, and entrepreneurship support are increasingly being recognised as important tools for advancing inclusive economic development.
NBC’s continued investment in programmes such as the Bartender Academy demonstrates how private sector organisations can contribute to sustainable development by equipping young people with practical skills, expanding access to economic opportunities, and supporting the growth of industries capable of creating long-term livelihoods.
Beyond corporate sponsorship, the initiative underscores the growing role of business in fostering human capital development and building a more inclusive and sustainable hospitality sector for future generations.
