Guinness celebrates African culture at Calabar carnival

Guinness has announced its role as the Official Headline Sponsor of the 2025 Calabar Carnival, one of Africa’s biggest street festivals, promising to deliver an extraordinary fusion of culture, creativity, and unrivalled energy to the city of Calabar.

It said in a statement that from November 30, 2025, to January 1, 2026, Guinness will ignite Calabar with 30 unforgettable days of bold experiences, immersive entertainment, and vibrant expressions of African brilliance. The initiative marks one of the brand’s most ambitious cultural takeovers yet, designed to elevate the spirit of the Carnival and create exceptionally fascinating moments for millions of consumers.

The highlight of Guinness’ carnival showcase will be the Guinness Shine Party on December 25th, a spectacular fiesta featuring top-tier music performances, enchanting visual displays, and engaging activities that bring to life the bold character of Guinness.

The Shine Party will serve as a cultural centrepiece, inviting attendees to step into a world where creativity, rhythm, and self-expression converge under the iconic black and gold.

Speaking on the announcement, Director, Marketing and Innovations, Guinness Nigeria, Yinka Bakare, said, “Guinness has always been a bold symbol of African excellence, creativity, and resilience. As headline sponsor of the 2025 Calabar Carnival, we are not just supporting the festival – we are amplifying it.

“For 30 days, we’re bringing experiences that celebrate the energy and self-expression of the people, culminating in the Guinness Shine Party on December 25th. This is more than sponsorship; it is our commitment to lighting up Calabar with unforgettable moments that inspire pride, connection, and joy.”

The 2025 Calabar Carnival, celebrated this year under the theme “Traces of Time,” is expected to draw attendees from across Nigeria and around the world.

With Guinness leading the charge, consumers can look forward to an elevated experience that honours the journey of culture through time, spotlighting the rhythm, heritage, and evolution that shape today’s vibrant celebrations.

As the city comes alive with memories, moments, and the magic of time, Guinness invites the public to get ready, show up boldly, and shine through the season.