Nigerian Breweries opened the Heineken House Experience in Lagos on 3 May with a branded launch event at Ilubirin, deploying hot air balloon rides, a live Formula 1 race screening, and a full entertainment programme in what the company is positioning as the first activation of its kind in the Nigerian market.
The opening night, billed as “A Day With Thibaut,” was hosted by Darey Art Alade and drew staff from Nigerian Breweries, brand partners, influencers, and consumers. Uzo Odenigbo, Corporate Affairs Director of Nigerian Breweries Plc, gave an overview of the full experience. Managing Director Thibaut Boidin then unveiled the hot air balloon installation and addressed the crowd on the ambition behind the campaign.
Two branded, tethered balloons are operational across the activation’s run. Each accommodates approximately 12 riders per ascent, offering aerial views of the Lagos skyline including parts of Eko Atlantic. All riders must complete an on-site medical screening before boarding, and balloon flights remain subject to weather conditions under standard aviation protocols. Access to the broader event is registration-based, with on-site verification required.
Entertainment on the launch night ran through several sets: the Awanjo dancers opened proceedings, followed by a comedy performance from Ayo Makun. The LOUD Urban Choir performed, and Johnny Drille delivered a headline set. A live screening of the Formula 1 Miami Grand Prix ran concurrently, with guests watching the race alongside food and drinks. Sarah Agha, Marketing Director of Nigerian Breweries Plc, gave closing remarks, and DJ Deluxe closed the night.
Boidin framed the activation as a market-level statement. “Nigerian consumers are true global trendsetters,” he said at the launch. “Hosting this in Nigeria reflects both who Nigerians are and how important this market is to us. We wanted to deliver something exceptional, an experience that matches that energy and influence. Our goal was to create something bold, immersive, and truly unforgettable for Nigerians.”
The remaining event dates run on 5, 6, and 9 May, timed around the UEFA Champions League semi-finals. The programming across those days includes live match screenings, virtual reality activations, and additional live performances. As Drinkabl.media reported in May, Nigeria was named by Heineken N.V. as a key growth contributor in the Africa and Middle East region during Q1 2026, with Desperados growing in the thirties within the country and Maltina posting strong double-digit volume gains.
“Nigerian consumers are true global trendsetters. Hosting this in Nigeria reflects both who Nigerians are and how important this market is to us.” , Thibaut Boidin, Managing Director, Nigerian Breweries Plc, at the Heineken House Experience launch, Lagos, 3 May 2026
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