From the cradle of Yoruba civilisation, a king is bottling a revolution.
Ooni Adeyeye Enitan Ogunwusi, Ojaja II, the Ooni of Ife and Permanent Chairman of the Southern Nigeria Traditional Rulers Council, has formally unveiled OJAJA Soft Drinks, a homegrown beverage brand he says is about far more than refreshment. It is, in his framing, nothing less than an act of cultural and economic defiance.
The new range, produced under the OJAJA Group’s beverage arm, includes Ojaja Bitters, Ojaja Orange, Ojaja Lemon Ginger, Ojaja Herbal Drink, and Ojaja Whisky Cola, a lineup deliberately rooted in Nigerian taste and tradition while aimed at a global market.
“We are igniting a movement.”
The launch buildFrom the cradle of Yoruba civilisation, a king is bottling a revolution.
Ooni Adeyeye Enitan Ogunwusi, Ojaja II, the Ooni of Ife and Permanent Chairman of the Southern Nigeria Traditional Rulers Council, has formally unveiled a homegrown beverage brand he says is about far more than refreshment. It is, in his framing, nothing less than an act of cultural and economic defiance.
The new range, produced under the OJAJA Group’s beverage arm, includes Ojaja Bitters, Ojaja Orange, Ojaja Lemon Ginger, Ojaja Herbal Drink, and Ojaja Whisky Cola , a lineup deliberately rooted in Nigerian taste and tradition while aimed at a global market.
“We are igniting a movement.”
The launch builds on a trajectory the monarch has pursued with growing urgency. In April 2024, he unveiled carbonated and energy drinks produced by Tingo B.V. PLC, a subsidiary of Ojaja Pan Africa Limited, at an event in Lagos attended by industry leaders, government officials, and traditional chiefs. At the time, he declared that between 80 and 85 percent of ingredients were locally sourced, and pledged to serve as the brand’s “number one ambassador.”
The OJAJA Drinks push is the next, more culturally explicit chapter of that mission. Announced via a statement by Otunba Moses Olafare, Director of Media and Public Affairs at the Ooni’s Palace, the initiative frames local beverage consumption as an act of patriotism. The monarch described the brand as the realisation of a long-standing vision to establish a globally competitive label deeply rooted in African heritage, and called on Nigerians at home and in the diaspora to prioritise Made-in-Africa goods as a pathway to shared prosperity.
The economic ambitions extend well beyond the bottle. By sourcing raw materials locally, the project is expected to empower farmers, stimulate rural production networks, and contribute to job creation , with the monarch arguing that strengthening domestic agricultural value chains is key to long-term economic sovereignty. The Ooni has previously stated his broader commercial ventures are aimed at creating five million direct and indirect jobs, primarily through retailing, recycling, and technology-driven distribution.
The brand’s reception has been swift. The Osun State Council of the Nigeria Union of Journalists issued a formal congratulatory statement, describing the launch as a remarkable demonstration of visionary leadership and an unwavering commitment to indigenous innovation.
For a monarch who presides over Ile-Ife, widely revered as the spiritual and cultural cradle of Yoruba civilisation the move carries symbolic weight that transcends commerce. The Ooni has stated his foray into commercial activity is not primarily for business, but to serve as a pathfinder who can show people how to add value at international standards in production, distribution, and consumption.
Nigeria’s beverage market, dominated by multinationals, is increasingly contested by indigenous players. Whether OJAJA Drinks can carve meaningful shelf space , and export relevance , against that backdrop will be the real test of the monarch’s vision.
