Amstel Malta, the malt beverage from Nigerian Breweries Plc, has introduced the first edition of Amstel Malta Festiville in Aba, completing a three-city light installation tour that previously brightened Enugu and Port Harcourt. The festive experience in Aba is scheduled to run from December 23 to 27.

A Festival Built to Bring Communities Together

The company describes Festiville as a full-scale holiday village created to immerse families in music, art, food, games and Christmas activities. The attraction includes the Amstel Malta Grotto, a Christmas carol evening, a Kids’ Playground and a Games Arena. According to the brand, the goal is to give visitors a relaxed setting where they can reconnect and build new holiday memories.

Industry analysts say large consumer brands increasingly use festive installations to strengthen community presence, especially in regions with strong holiday travel patterns. Marketing consultant Ijeoma Nwosu told reporters that holiday pop-up experiences often drive positive brand association because they tap into nostalgia and family bonding.

Part of a Nationwide Christmas Campaign

The event forms part of Amstel Malta’s “Be Your Best All Season Long” campaign and ties into Nigerian Breweries’ wider Legendary Christmas initiative. The company says the project highlights homecoming, celebration and shared community values.

Speaking on the significance of the light-up tour, Sarah Agha, Marketing Director at Nigerian Breweries Plc, said the activities remind Nigerians of the importance of unity during the holiday season. According to her, December is a period when families return home to share meals, mend strained relationships and celebrate together. She added that the company chose to light up major cities because its operations and community footprint extend across the country.

Popular Figures and Public Officials Attend Light-Up Ceremonies

Each lighting ceremony drew notable personalities, including actors Stan Nze and Natacha Akide, who is popularly known as Tacha. Government officials, cultural leaders and local residents also attended. Many participants applauded the brand for investing in public spaces at a time when communities are looking for uplifting activities ahead of Christmas.

According to media reports, the tour has attracted significant foot traffic in all three host cities, with residents praising the installations for creating a safer and more vibrant evening atmosphere.

A Wider Presence Ahead of the Holidays

In addition to Festiville and the Street Light Up tour, Amstel Malta will participate in the Lagos Food Fest, which is scheduled for December 14, 2025, at Muri Okunola Park. The food and entertainment fair is expected to draw thousands of visitors, making it one of the brand’s ma

jor holiday engagements.