In a vibrant fusion of environmental consciousness and festive cheer, Jameson Irish Whiskey, under Pernod Ricard Nigeria, launched a remarkable holiday activation in the heart of Lagos. The centrepiece was a visually striking Christmas tree, ingeniously crafted from 2,500 recycled Jameson bottles, erected at the popular Ikeja City Mall. This installation served as the official kickoff for the brand's 12 Days of Christmas celebration, running from 21 December 2025 to 1 January 2026.
A Symbol of Creative Sustainability
The Jameson Christmas Tree stood as more than just a decoration; it was a bold statement on environmental responsibility. By creatively reusing thousands of bottles, the project highlighted the potential of thoughtful waste management and demonstrated how cultural celebrations can integrate sustainable practices. The tree became a talking point, inspiring visitors to consider more conscious ways of celebrating.
A Rich Lineup of Festive Activities
Throughout the 12-day period, the activation at Ikeja City Mall offered a packed schedule designed to engage the Lagos community. Attendees were treated to a diverse array of experiences, including:
- Live music performances and vibrant parties
- Interactive cocktail demonstrations and Craft & Sip sessions
- Creative workshops like candle-making
- Karaoke sessions and a special Christmas Carol night
- A grand New Year's Eve concert to ring in 2026
This extensive program ensured there was something for everyone, fostering a spirit of shared joy and connection.
Leadership Echoes Commitment to Community
Michael Ehindero, the Managing Director of Pernod Ricard Nigeria, expressed his delight at the initiative. He stated that the company was thrilled to light up Lagos with the celebration, which reflected their desire to create a unique and immersive festive experience. Ehindero emphasized that the activation seamlessly blended sustainability, creativity, and fun, while also reinforcing the brand's commitment to responsible drinking and community engagement.
He further elaborated that the Jameson Christmas Tree experience was designed to have a lasting impact beyond the seasonal festivities. "At Jameson, we believe in the power of connection and the importance of giving back to the community," Ehindero said. He noted pride in the partnership with Ikeja City Mall to deliver an unforgettable experience and create lasting memories for guests in Lagos.
The activation successfully positioned Jameson not just as a beverage brand, but as a proactive participant in Lagos's cultural and environmental landscape, setting a precedent for how corporate festivities can carry meaningful, positive messages.
