Nigerian Breweries Redefines 2025 AMVCA, Celebrates African Cinema, Culture And Creativity

Nigerian Breweries made a powerful statement at the 2025 Africa Magic Viewers’ Choice Awards (AMVCA) held from May 7 to 10, by powering the event through every touchpoint.

As Nigeria’s largest brewing company, it showcased its commitment to elevating African cinema, culture, and creativity through its diverse portfolio of iconic brands.

Amstel Malta: Elevating the Future of Film

Amstel Malta, the official headline sponsor of AMVCA 2025, led the charge with purpose and style. Now, in its 11th consecutive year as a partner, the brand has deepened its investment in African film by sponsoring the Young Filmmakers’ Day. Hosted in collaboration with the MultiChoice Talent Factory, the day-long event spotlighted “Sound in Filmmaking” and served as a bridge between rising talent and industry heavyweights.

One of the day’s standout moments was the Amstel Malta Monologue Challenge, where aspiring creatives performed original works before a live audience of professionals.

The winner, Anderson Eboreime, walked away with ₦250,000—but more importantly, the platform provided visibility and opportunity for voices to be heard.

Guests also enjoyed a seamless brand experience with unlimited refreshments and immersive touchpoints curated by Amstel Malta throughout the event.

As the headline sponsor of the AMVCA, Amstel Malta has consistently championed the best of African creativity—celebrating the stories, talent, and vision that define the continent’s entertainment landscape. Year after year, the brand has used its platform to honour individuality, style, and self-expression in meaningful ways. On the much-anticipated Awards Night, Amstel Malta upheld this tradition through the Amstel Malta Sleek MVPs competition.

In collaboration with renowned Nigerian photographer Kelechi Amadi-Obi—who captured stylish guests at the Amstel Malta Sleek Lounge—the brand crowned Akin Faminu and Liquorose as Amstel Malta Sleek MVPs, awarding each a ₦1 million prize. The initiative, rooted in self-expression and confidence, mirrored the brand’s premium identity. To top it all, Amstel Malta presented the coveted ‘Best Movie’ Award, awarded to Freedom Way by Blessing Uzzi— cementing its long-standing commitment to spotlighting African storytelling.

Goldberg: A Gold Standard Toast

Goldberg Lager brought its distinctive cultural flair to Cultural Day, held on May 9, by sponsoring the event and organizing a Best Dressed competition. As an extension of its ongoing “Gold Standard” campaign—which celebrates excellence without compromise—the brand awarded ₦1 million each to Prince Enwerem and Liquorose, winners of the Best Dressed Male and Female categories, for their bold and authentic celebration of African culture through fashion. It was a simple yet powerful gesture that not only turned heads and sparked conversations on one of most visually celebrated days of the AMVCA calendar but also reinforced Goldberg’s commitment to recognising and rewarding those who embody the values of identity, pride, and cultural excellence—true hallmarks of the Gold Standard.

Heineken: Fashion Meets Film at the Afterparty

Then there was Heineken, the host of the AMVCA Afterparty—a fitting finale to a week-long celebration of African film, fashion, and creativity. True to form, the event delivered on every front: high-energy, impeccably styled, and flawlessly executed.

Heineken elevated the experience further with a captivating fashion runway moment featuring pieces from the Heineken 45 Collection. Worn by standout fashion and lifestyle influencers; Frances Theodore, Diana Eneje, Sheggz Olusemo, Saga Adeolu, and Yemi Cregx, the showcase was a bold fusion of contemporary and premium fashion—a nod to Heineken’s knack for trendsetting and its ever-evolving relationship with modern culture. DJs Wanni x Handi and Hypeman Shoddy also brought infectious energy to the night, keeping guests hyped and fully immersed with music sets that amplified the celebration.

Guests were also treated to a curated moment featuring the Heineken 45cl bottle, which was seamlessly integrated into the night’s sophisticated fashion runway, elevating the event’s refined atmosphere. Though introduced last year, the 45c bottle made a striking impression—sleek in form, modern in feel, and designed for the premium consumer. Whether served chilled or featured in bespoke cocktails, it stood out as both a refreshment and a style statement.

Legend Twist & Life Beer: Distinct Flavours, Shared Presence

Throughout AMVCA 2025, Legend Twist and Life Beer brought their unique personalities to life in subtle yet impactful ways. Legend Twist made its mark with bold, flavoured stout variants served across its key activation point. With a quietly confident presence, the brand leaned into premium, fiery settings—organically engaging guests, and further cementing its place in the entertainment space.

Meanwhile, Life Beer embraced its cultural roots with pride, especially during Cultural Day, where it captivated guests through vibrant traditional Igbo dance displays. The brand’s presence was warm and authentic, reinforcing its deep connection to community, heritage, and progress.

Together, both brands enriched the AMVCA 2025 experience—one through bold innovation and flavour, the other through timeless culture and communal pride.

All of this—each experience and touchpoint—was orchestrated by one parent company: Nigerian Breweries. In their usual fashion, they stood out during every part of the AMVCAs experience. Whether you were a filmmaker, a fashion lover, an everyday guest, or a VIP, you interacted with at least one of their brands.

“For us at Nigerian Breweries, the AMVCAs serve as a cultural moment. Through our diverse portfolio, we are proud to celebrate African storytelling, style, and identity while connecting deeply with our consumers in meaningful ways that resonate with them,” said Sandra Amachree, Head of Marketing Communications at Nigerian Breweries Plc. “Our goal is always to show up with purpose, and this year’s AMVCA allowed our representing brands to do just that.”

Through its presence at AMVCA 2025, Nigerian Breweries reaffirmed its role as a cultural curator, championing the next generation of African storytellers, celebrating today’s trailblazers, and honouring the heritage that grounds us all.

With every brand experience, Nigerian Breweries demonstrated not just sponsorship but a thoughtful stewardship of film, fashion, creativity, and community, bringing culture to the forefront.