By Vivian Onyebukwa
The 2025 Africa Magic Viewers’ Choice Awards (AMVCA), which held in Lagos for three days – from May 7 to 10 – was a celebration of excellence in all ramifications.
However, one company will be applauded for successfully powering the event through every touch point: Nigerian Breweries Plc. The organisation made a powerful statement by showcasing its commitment to elevating African cinema, culture and creativity through its diverse portfolio of iconic brands.
With its presence at this year’s AMVCA, Nigerian Breweries reaffirmed its role as a cultural curator, championing the next generation of storytellers, celebrating today’s trailblazers, and honouring the heritage that grounds all Africans.
Amstel Malta, the headline sponsor of AMVCA, 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 MultiChoice Talent Factory, the daylong 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 N250,000, but more importantly, the platform provided visibility and opportunity for voices to be heard.
Guests also enjoyed seamless brand experience with unlimited refreshments and immersive touch points 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.
On the 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, each smiling home with N1 million.
The initiative, rooted in self-expression and confidence, mirrored the brand’s premium identity. To top it all, Amstel presented the coveted Best Movie award to Freedom Way by Blessing Uzzi, cementing its long-standing commitment to spotlighting African storytelling.
Another brand, Goldberg Lager, brought its distinctive cultural flair to Cultural Day, held on May 9, by sponsoring the event and organising a Best Dressed competition. As an extension of its ongoing ‘Gold Standard’ campaign—which celebrates excellence without compromise—the brand awarded N1 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.
Then, there was Heineken, the host of AMVCA After Party – a fitting finale to a weeklong celebration of African film, fashion and creativity. True to form, the event delivered on every front: high-energy, impeccably style, and flawlessly executed. The brand 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.
Throughout the AMVCA event, Legend Twist and Life Beer brought their unique brand personalities to life in subtle yet impactful ways. All of this – each experience and touch point – was orchestrated by one parent company: Nigerian Breweries. In its typical manner, the organisation stood out during every part of the AMVCA. Whether a filmmaker, fashion lover or VIP, guests interacted with at least one of its brands.
“For us at Nigerian Breweries, the AMVCA serves 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. Our goal is always to show up with purpose, and this year’s AMVCA allowed our representing brands to do just that,” Sandra Amachree, Head of Marketing Communications, Nigerian Breweries Plc, said.