Vanessa Obioha
As the holiday season approaches, Nigerian Breweries Plc has officially set the stage for this year’s Detty December celebrations with the unveiling of its 2025 Christmas campaign, ‘A Legendary Christmas.’
At a press cocktail in Nomaada Lagos, the brewery brand known for curating memorable experiences from concerts and carnivals to family gatherings and nightlife, announced plans to make Detty December, the cultural and economic phenomenon now worth over ₦100 billion, truly unforgettable.
This festive season, Nigerian Breweries will launch a Christmas street-lighting initiative across six cities, seven landmark locations, and more than 13 kilometres of illuminated road networks, one of the nation’s largest synchronised festive light displays. The campaign will also unite seven of its brands—Maltina, Amstel Malta, Heineken, Desperados, Life Beer, Goldberg, and Legend—to power unique experiences throughout December, including the highly anticipated regional Beer Villages that will transform host cities into vibrant hubs of music, food, and cultural celebration.
Speaking at the event, Sarah Agha, Marketing Director, Nigerian Breweries Plc, described “A Legendary Christmas” as more than a campaign, but a statement of intent.
“Every December, Nigeria transforms into something extraordinary,” she said. “What began as a local year-end celebration has evolved into a global cultural export, a season the world now calls Detty December. Our brands have always been part of that energy. This year, we are taking it a step further by leading the charge, creating experiences across the country that capture the joy, creativity, and togetherness that make this season special.”
The campaign will unfold 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.
Guests at the cocktail were treated to a preview of the upcoming experiences, accompanied by immersive brand storytelling that highlighted Nigerian Breweries’ connection to Nigerian culture and creativity. The atmosphere buzzed with excitement as the Loud Urban Choir delivered a medley that had guests on their feet. The energy rose even higher when dancers in carnival attire moved to pulsating beats from the DJ’s booth.
As conversations flowed, one shared sentiment became clear: indeed, this December promises to be a special one. One where the spirit of unity will keep the cheer and love alive.
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