NB lights up six cities across Nigeria for A Legendary Christmas

Nigerian Breweries Plc has unveiled its 2025 Christmas showcase, ‘A Legendary Christmas,’ signalling the official kickoff of this year’s Detty December festivities.

At a cocktail event held at Nomaada Lagos, the brewery giant outlined plans to elevate the month-long cultural and commercial season, now estimated at over ₦100 billion in economic value with one of the largest coordinated festive lighting installations in the country.

This year’s campaign will feature Christmas street-lighting across six cities and seven landmark sites, covering over 13 kilometres of lit road networks. Nigerian Breweries will also activate 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.

Speaking at the unveiling, Marketing Director of Nigerian Breweries Plc, Mrs Sarah Agha, said the initiative 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 activations will cater 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.

Guests at the announcement event enjoyed a lively preview of the December experiences, complemented by musical performances from the Loud Urban Choir and energetic displays by carnival-style dancers.