As Nigerian Breweries Excites Cities with ‘A Legendary Christmas ‘

With the successful activation of the Nigerian Breweries’ ‘legendary Christmas’ across six cities in Nigeria to boost the festive mode of the special season, Raheem Akingbolu reckons that the company has thus raised the bar for the annual ‘Detty December’ as well as deepening the influence of its various brands in the market.

Known for elegance, glamour, and top-notch taste, the Nigerian Breweries Plc has rekindled its long-term commitment to Nigerian consumers with activities in major Nigerian cities during this yuletide moment.

In the last few days, the brewing giant has been engaging consumers in a month long activities-packed events across six cities in Nigeria to boost the festive mode of the special season often tagged ‘Detty December’

Themed ‘A Legendary Christmas’ the events were carefully designed not only to celebrate with the consuming public but the brewery giant also embellished the month-long cultural and commercial season, estimated at over ₦100 billion in economic value with one of the largest coordinated festive lighting installations in the country.

Beyond the Christmas street-lighting across six cities, seven landmark sites, Nigerian Breweries also upped the colourful events with over 13 kilometres of lit road networks.

Exciting experiences accompanied by immersive brand storytelling that highlighted Nigerian Breweries’ connection to Nigerian culture and creativity would control the social debate for months to come.

As conversations flowed, one shared sentiment became clear, this December has been carved a special one by the Nigerian Breweries Plc where the spirit of unity kept the cheer and love alive.

Mixing fun and enthralling brand narratives, Nigerian Breweries also activated seven of its flagship brands, Maltina, Amstel Malta, Heineken, Desperados, Life Beer, Goldberg, and Legend, to deliver distinctive December experiences, including the return of regional Beer Villages designed to serve as vibrant centres of entertainment, cuisine, and cultural exchange.

In the commercial city of Aba, Abia State, a consumer, who simply introduced himself as Martins said the Amstel Malta giant Xmas light erected at Brass Junction has become a tourist centre with huge daily human traffic as consumers in their hundreds throng the place to catch fun.

“During this yuletide season, Nigerian Breweries changed the social status of the commercial city of Aba with many families moving to the site to take pictures. How I wished the company could reporters on ground to monitor events and profile people coming for merriment at the spot. For me, it’s a milestone and I commend Nigerian Breweries for this initiative,” Martins said.

Meanwhile, as at the last count, the Nigerian Breweries train has visited the six cities, including Lagos, Ibadan, Aba, Port Harcourt, Enugu, and Abuja. Also in all, over 13km of road was lit up.

Reacting to the current trend, the Head of Marketing Communications at Nigerian Breweries Plc, Sandra Amachree, said the 2025 Christmas activation is in line with the company’s philosophy to always strive and celebrate with its consuming public.

“As a company, our brands are relevant in every home and across the country, so it was important for us to spread the joy of Christmas across the country,” Amachree stated.

Earlier, the Marketing Director of Nigerian Breweries Plc, Mrs Sarah Agha, had stated at a well attended press briefing put together to flag off the campaign that the initiative represented a commitment to amplifying the spirit of the season.

“Every December, Nigeria transforms into something extraordinary. What began as a local year-end celebration has evolved into a global cultural export. This year, we are creating experiences across the country that capture the joy, creativity, and togetherness that make this season special,” she said.

The brand activation catered to diverse audiences, ranging from the family-focused offerings led by Maltina and Amstel Malta, to the nightlife-driven cultural showcases supported by Heineken, Desperados, Life Beer, Goldberg, and Legend.

As the holiday season approached, the company set the stage for this year’s Detty December celebrations with the unveiling of the 2025 Christmas campaign, and it has since been a defining moment across the six cities.

The campaign unfolded nationwide, with each brand bringing its own flavour. From Maltina and Amstel Malta’s family-friendly moments to the vibrant nightlife and cultural experiences powered by Heineken, Desperados, Life Beer, Goldberg, and Legend.

For the promoters of various Nigerian Breweries brands, the festive period has remained a constant moment to further celebrate their relationship with the consuming public. It would be recalled that months after the 2024 edition of Detty December initiated by the breweries giant to bond more with consumers, the social and cultural nuances of the activation were still creating vibes around various brands from the stable of the company. With the interesting activities that heralded this year’s edition of the ‘Tales of Six Cities’ will also create vibe and stimulate the market in the first quarter of 2026.

Like the ‘Nigerian Breweries – Your Ultimate Detty December Companion’, the 2025 ‘Tales of Six Cities’; was executed through snackable content, cultural relevance, and real-time engagement. As a well thought-out idea, it was full of immersive brand activations across major events during the Christmas.

Across all the major cities, the spirit of Christmas serenaded Nigeria while Nigerian Breweries brand complimented the season with its various brands.

Last year, some of the events that left memories and which were boldly supported by the company include FlyTime Festival, Warri Again, The Waiter Premiere, Rema Concert, Lungu Boy Concert, Fuze Festival, Festival of Light, Joeboy Concert, OdumoduBlvck Homecoming, KCee Five Star Concert, Tombola Night, Afrovibes with Chike and Makktown Fest.

Other events include South Social, Fire, and Sand Festival, Movie in the Park, Gamival, Terra Kulture Christmas Plays, Dutse Carnival, StreetLove Carnival, Element House, Meat & Greet, and Abefe Fashion Show.

Each of the events was unique and the Nigerian Breweries brand identified the uniqueness of each of the events to connect with fans and consumers across different locations in Nigeria irrespective of the culture, tribe or religious inclination

Meanwhile, a Snackable 3-minute video capturing moments of joy, music, and togetherness, showcasing the brand as a natural part of the festive lifestyle, that was put together by Niyi Fagbemi video content production was a testament to the company’s legendary taste for creativity.

The same year, the Brewing giant had a range of activation with the intention to craft a larger narrative that spans multiple storytelling touch points, using Fagbemi video as an anchor point.

With ‘Tales of Six Cities’ in 2925, Nigerian Breweries has successfully built a cultural narrative and positioned itself as a cultural connector. This was cleverly weaved to showcase how the activations unite diverse groups across Nigeria during the festive season.

In an atmosphere of triumphant celebration of music, fashion shows, festivals, performances, carnivals, concerts, endless parties and sleepless nights, smart and strategic brands were able to position themselves and reinforce their leadership roles in the minds of consumers, especially the youths.

Looking back at the history of brand activation and consumer engagement in Nigeria market, Nigerian Breweries has come a long way in building a great society by contributing immensely through job creation, skill empowerment, and business growth which reinforce its slogan ‘…Winning with Nigeria”. As it continues to blaze its trails to attaining an impressive milestone of 80 years of operation in 2026, Nigerian Breweries stands out as a company that is indeed evergreen, enduring and here to stay