Jameson Irish Whiskey, from the stable of Pernod Ricard Nigeria, has reaffirmed its commitment to sustainability, creativity, and community engagement with a visually striking festive installation unveiled during the 2025 yuletide season at Ikeja City Mall, Lagos.
At the heart of the activation was the iconic Jameson Christmas Tree, crafted entirely from 2,500 recycled Jameson bottles, symbolising the brand’s dedication to environmental responsibility and innovative reuse. The installation officially marked the commencement of the brand’s much-anticipated 12 Days of Christmas celebration, offering a fresh perspective on how culture, sustainability, and celebration can coexist.
The upcycled Christmas Tree stood as a bold statement on thoughtful waste management and creative reuse, reinforcing Jameson’s advocacy for conscious celebration while delivering an immersive and memorable festive experience for shoppers and visitors.
Running from December 21, 2025, to January 1, 2026, the Jameson 12 Days of Christmas activation featured a rich lineup of engaging activities. Visitors enjoyed live music performances, cocktail demonstrations, candle-making workshops, karaoke sessions, Christmas carol nights, vibrant parties, Craft & Sip experiences, and a grand New Year’s Eve concert, transforming Ikeja City Mall into a lively festive hub.
The celebration attracted a diverse audience, blending entertainment with brand storytelling while deepening Jameson’s connection with its consumers and the wider Lagos community.
Speaking on the initiative, Michael Ehindero, Managing Director of Pernod Ricard Nigeria, described the activation as a reflection of the company’s values.
“We are delighted to light up Lagos with our 12 Days of Christmas celebration. This initiative reflects our desire to create a unique and immersive festive experience that seamlessly blends sustainability, creativity, and fun, while reinforcing our commitment to responsible drinking and community engagement,” he said.
Ehindero further emphasised that the experience extended beyond seasonal festivities.
“At Jameson, we believe in the power of connection and the importance of giving back to the community. We are proud to partner with Ikeja City Mall to deliver an unforgettable festive experience to Lagos and to create lasting memories with our guests,” he added.
The Jameson Christmas Tree experience was open to the public, with attendees encouraged to share their moments across social media using #JamesonChristmasTree and #MustBeAJameson, amplifying the celebration beyond the physical space and fostering digital community engagement.
About Pernod Ricard Nigeria
Pernod Ricard Nigeria is the local affiliate of the Pernod Ricard Group, a global leader in the wines and spirits industry. The Group boasts a comprehensive portfolio of premium and luxury brands, including 16 of the world’s top 100 spirits brands, with a strong focus on innovation, sustainability, and responsible consumption.
Through initiatives such as the Jameson Christmas Tree activation, Pernod Ricard Nigeria continues to demonstrate how global brands can drive meaningful local impact while celebrating culture and creativity.