##Nigerian Breweries Kicks Off Month-Long Oktoberfest Celebration Across Cities##

Nigerian Breweries Plc has launched a month-long Oktoberfest celebration featuring music, football, fashion, food and entertainment across several cities in Nigeria. The campaign, which began on October 1, 2026, brings together different activities designed to entertain consumers and strengthen the company's relationship with communities across the country.
The initiative brings together some of the company's popular brands, including Goldberg, Life Continental Beer, 33 Export and Desperados. Through the campaign, Nigerian Breweries aims to create memorable experiences for consumers while making October an exciting period for entertainment and social activities.

Cities and Activities Involved
The celebration began on October 1, 2026, with Independence Day events in Ibadan and Abuja. On October 4, activities continued in Sagamu, Jos and Awka. The programme then moved to Ondo, Makurdi and Owerri on October 11, followed by Lagos and Calabar on October 18. Further celebrations are scheduled for Lagos, Kaduna and Enugu on October 25.
One of the major attractions is the Big Weekend Xperience, supported by Goldberg, Life and 33 Export. The programme features live music, disc jockey performances, local entertainment, games and rewards. These activities provide opportunities for consumers to enjoy entertainment and interact with the brands in a social environment.
Football is another important part of the celebration. Through Fanfest, powered by Goldberg and Life, football supporters can watch domestic and international matches while enjoying music, food, games and other entertainment. The October Fanfest events are scheduled for Sagamu on October 11 and Ibadan on October 25.
Another highlight is the Desperados Roadblock event, scheduled for October 17 at the THISDAY Dome in Abuja. The event focuses on Afro-electronic music and is expected to attract more than 8,000 music lovers, with performances planned by popular disc jockeys and local talents.

Why Brands Use Music and Football for Marketing
Music and football have become effective ways for businesses to connect with consumers. Both attract large audiences and bring people together through shared interests. By organising concerts, fan events and other entertainment activities, companies can reach potential customers in an engaging environment.
Music allows brands to connect with audiences through performances and entertainment, while football creates opportunities to engage passionate supporters. These experiences can increase brand awareness, encourage customer loyalty and help businesses build stronger relationships with consumers.
For Nigerian Breweries, the Oktoberfest campaign also follows the success of its Big Fiesta programme earlier in the year and comes ahead of its planned Detty December activities. This places the celebration within the company's wider entertainment and marketing calendar.
Overall, the initiative demonstrates how businesses can combine entertainment, sports and community activities to promote their brands. By organising events across different Nigerian cities, Nigerian Breweries is seeking to reach a wider audience and strengthen its connection with consumers.