Nigerian Breweries lights up six Cities with music, culture, festive Spectacle

Nigerian Breweries Plc has delivered a sweeping festive celebration across six major cities, blending music, dazzling lights and cultural experiences in a nationwide campaign themed “A Legendary Christmas.”

The month-long initiative, which coincided with the country’s vibrant Detty December season, featured an expansive Christmas street-lighting project covering seven landmark locations and more than 13 kilometres of illuminated roads, one of the largest synchronised festive light displays ever staged in Nigeria.

Seven of the brewer’s flagship brands, including Maltina, Amstel Malta, Heineken, Desperados, Life Beer, Goldberg and Legend, powered curated experiences tailored to diverse audiences.

A major highlight was the return of the popular regional Beer Villages, which transformed host cities into lively centres of music, food and cultural expression.

In Aba, Abia State, residents thronged the Amstel Malta giant Christmas light at Brass Junction, with one consumer, Martins, describing it as a new tourist attraction that “changed the social vibe of the city” and drew hundreds of families daily.

The activations cut across Lagos, Ibadan, Aba, Port Harcourt, Enugu and Abuja, reaching millions with immersive brand experiences. Speaking at the campaign launch, Marketing Director Sarah Agha said the company sought to mirror the energy of the season nationwide.

“Every December, Nigeria transforms into something extraordinary. This year, we are creating experiences across the country that capture the joy, creativity and togetherness that make this season special,” she said.

Head of Marketing Communications, Sandra Amachree, added that spreading the celebration beyond major hubs was intentional.

“Our brands are relevant in every home across Nigeria, so it was important to spread the joy of Christmas nationwide,” she noted.

Beyond street lights and beer villages, Nigerian Breweries supported headline events such as FlyTime Festival, Rema and Joeboy concerts, Fuze Festival, Festival of Light and Afrovibes with Chike, reinforcing its positioning as a lifestyle and entertainment leader.

A three-minute campaign video capturing moments of music, joy and togetherness rounded off the initiative, as the 2025 Tales of Six Cities further strengthened the company’s image as a cultural connector uniting Nigerians across tribes, cultures and generations.