Over N100b value Detty December amplified with Nigerian Breweries ‘A legendary Christmas’ gift

Many Nigerian households are economically challenged, but moments of relief and excitements are increasingly found in creative works and consumer focused innovations by brands.

Across the globe, focused brands are going beyond the traditional function of providing products for consumers to assuming roles as sources of social connection, entertainment and emotional respite.

For instance, Nigerian Breweries Plc put smiles on the faces of residents of Aba, in Abia State last festive period when the top brewer in its deep understanding of consumer connection, installed festive lighting in strategic locations in the city of Aba. It was said that other five cities – Port Harcourt, Lagos, Ibadan, Enugu, and Abuja benefited.

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

Code-named ’A Legendary Christmas’, NB Plc carefully designed not only to celebrate with the residents but for the brewery giant to also tap into the huge marketing minefields moving round in millions in the season of festivities.

This magnanimous display by Nigerian Breweries did not only create entertainment among residents in those cities but it stimulated social interaction as people gathered around the lit environments to have fun.

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 have 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.

As conversations flowed, one shared sentiment became clear, last December  carved an uncommon special one where the spirit of unity kept the cheer and love alive.

Mixing fun and enthralling brand narratives, Nigerian Breweries also activated seven of its legacy brands, Maltina, Amstel Malta, Heineken, Desperados, Life Beer, Goldberg, and Legend, to deliver distinctive December experiences.

According to the Marketing Director of Nigerian Breweries Plc,  Sarah Agha, the initiative, she said in a statement, represents 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.

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.

It will be recalled that 12 years ago, Nigerian Breweries  caused a stir in the market, with the building of the largest bottle tree in the world made with 8,000 beer bottles, at Eko Atlantic Bar Beach Stretch, Victoria Island, Lagos.

The Star bottle tree, which sat proudly at the Star Beer Village, during the annual deluxe Copa Lagos beach soccer event from December 12 to 14, 2014, was built to showcase the creativity that abounds in the country and it stood as an iconic landmark shining on into the New Year 2015. Like a magnetic touch, the creative work had an instant effect on the market and further connected the beer brand with consumers.

With the recent initiative, Nigerian Breweries has pushed further and enhanced the  over ₦100 billion value   ‘Detty December’ which celebrates the people and their culture.

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