Nigerian Breweries Plc has officially launched its 2025 Christmas campaign, ‘A Legendary Christmas,’ marking the start of this year’s Detty December celebrations.

The unveiling took place at a cocktail event at Nomaada Lagos, where the brewery outlined plans to create one of Nigeria’s largest festive lighting installations, with Christmas street decorations spanning six cities and seven landmark sites, covering over 13 kilometres of illuminated roads.

The campaign will feature activations from seven flagship brands—Maltina, Amstel Malta, Heineken, Desperados, Life Beer, Goldberg, and Legend—offering experiences designed to engage diverse audiences. Family-focused entertainment will be led by Maltina and Amstel Malta, while nightlife and cultural showcases will be delivered by Heineken, Desperados, Life Beer, Goldberg, and Legend.

Guests at the announcement event enjoyed a preview of the December festivities, including musical performances by the Loud Urban Choir and vibrant carnival-style dance displays.

Speaking at the event, Mrs. Sarah Agha, Marketing Director of Nigerian Breweries, said:

“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.”

The initiative highlights Nigerian Breweries’ commitment to amplifying the festive spirit, while contributing to a cultural and commercial season now valued at over ₦100 billion.