Background

Alcohol brands strategically capitalize on Nigeria’s ‘Detty December’ (end-of-year festive season) to promote their products during high-profile events. This study assessed alcohol brands’ sponsorship of events and social media activities during Detty December in Nigeria.

Methods

We conducted a quantitative and qualitative content analysis of posts (n = 934) published on the Facebook pages of 35 alcohol brands during Detty December (1–31 December 2024) in Nigeria. Alcohol brand-authored posts related to Detty December events were coded and analyzed thematically.

Results

Nineteen alcohol brands participated in (either sponsored or hosted) 50 high-profile Detty December events in Nigeria, such as music concerts, cultural festivals, food festivals, lifestyle, and social leisure activities. Alcohol brands published posts on their Facebook pages promoting the events before, during, and after, urging followers to ‘call on all your friends and let them know.’ Several brands incentivized attendance by offering free event tickets. During the events, alcohol brands set up immersive bars and lounges in strategic locations, offering guests chilled drinks and interactive activities.

Conclusion

Alcohol brands sponsor high-profile events during Detty December in Nigeria, and actively market them on social media. Findings from this study offers insight on the events they sponsor and their marketing strategies.