Lagos, Nigeria — March 18, 2026
Nigerian Breweries Plc has introduced a new cultural platform, “Big Fiesta,” aimed at driving nationwide celebrations through music, entertainment, and shared social experiences across multiple cities in Nigeria.
The platform was officially unveiled during a media luncheon held at the Lagos Marriott Hotel in Ikeja on Wednesday, bringing together media professionals, entertainment stakeholders, and cultural influencers. The event marked the launch of what the company described as a coordinated series of experiences designed to align with Nigeria’s upcoming celebration season.
According to the company, Big Fiesta is intended to build on its longstanding involvement in national events, including concerts, festivals, and community gatherings. The initiative follows previous large-scale engagements such as the “Legendary Christmas” campaign, which focused on end-of-year festivities.
The new platform is expected to coincide with a period when many Nigerians resume social activities, travel, and participate in cultural events after the early months of the year. Nigerian Breweries stated that Big Fiesta will feature a structured calendar of activities across several locations.
Speaking at the event, the Marketing Director of Nigerian Breweries Plc, Sarah Agha, said the initiative reflects the company’s focus on fostering social connections through shared experiences.
She noted that the platform is designed to align with cultural habits in Nigeria, where celebrations often bring together communities, families, and social groups.
The Big Fiesta schedule includes a range of events across different cities. Planned activities include Amstel Malta Village in Enugu, Onitsha, and Aba; a live concert by Young Jonn in Abuja; City of Cities Live in Port Harcourt; and performances such as the Flavour Concert in Aba and The Phyno Experience in Enugu.
Additional events listed in the lineup include a Road Block Party in Lagos, Afro Wonderland in Lagos, the Mak Town Festival in Makurdi, and Songs & Stories with Cobhams in Abuja. Cultural showcases such as Egbaliganza in Abeokuta are also part of the calendar.
During the launch event, attendees were presented with previews of upcoming activities through brand showcases and panel discussions focused on culture and entertainment. A featured session examined the role of large-scale celebrations in shaping Nigeria’s creative industry and economic landscape.
Industry participants at the discussion included entertainment and media figures such as MI Abaga, Uche Pedro, and Samuel Onyemelukwe, alongside company representatives.
Nigerian Breweries, which is marking 80 years of operations in Nigeria, stated that the Big Fiesta platform reflects its continued engagement with cultural and social experiences across the country.
The company indicated that events under the Big Fiesta initiative will take place in multiple cities throughout the season, with further details expected as the calendar unfolds.
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