Port Harcourt came alive on September 6th and 7th as food lovers, culture enthusiasts, and festivalgoers gathered for the annual Bole Festival, the city’s biggest celebration of its iconic smoky plantain, roasted fish, spice, and community spirit. Among the many experiences that defined the 2025 edition, Guinness Nigeria stood out as the brand that truly owned the moment, infusing its rich heritage into a festival rooted in food and cultural pride.
Guinness and Bole Festival: Aligned in Boldness
Guinness has built its legacy on boldness, authenticity, and connection, values that resonate deeply with Nigerians. The Bole Festival, now firmly established as a cultural landmark in Port Harcourt, represents a similar ethos: celebrating food not just as sustenance, but as an expression of identity, community, and pride.
By partnering with the festival, Guinness demonstrated that it is more than a beer; it is a cultural companion. The brand seamlessly integrated into a space already rich with tradition, amplifying the experience and reinforcing its reputation as a drink that belongs at the heart of Nigerian celebrations.
The Guinness Experience Centre: Food, Flavour, and Energy
At the festival grounds, the Guinness experience centre became a central hub of activity. Two specially selected chefs created an exclusive Guinness-infused bole sauce, a culinary innovation that guests described as “unforgettable.” This fusion showcased how Guinness can elevate traditional flavours while staying true to their roots, bridging heritage with creativity.
Beyond the food, the experience centre embodied the vibrant, sociable character of Guinness. With engaging brand ambassadors, a steady flow of Guinness Smooth and Guinness Foreign Extra Stout, and a welcoming atmosphere, along with numerous games and activities, the space captured both the boldness and warmth that the brand is known for.
Guinness Hour: Turning Culture into Celebration
At sunset, Guinness turned up the vibe and energy. A Guinness DJ and hype man took over the stage, transforming the Bole Festival into a full-scale celebration. The crowd danced, cheered, and sang along, creating unforgettable memories that echoed the brand’s essence, bold, proud, and full of flavour.
This moment wasn’t just entertainment; it was a powerful reminder of how Guinness fuels shared experiences that connect people across food, music, and culture.
Extending the Experience: Influencers and Community
Guinness also ensured the celebration reached beyond the festival grounds. Partnering with local influencers, the brand amplified the event online and offline. Each influencer gave away festival tickets to fans, produced “Get Ready With Me” (GRWM) content ahead of the event, and engaged their audiences live at the Guinness stand.
This approach widened participation, sparked anticipation, and brought more people into the experience, reinforcing Guinness’s role as a bridge between digital communities and real-world culture.
More Than Sponsorship: A Celebration of Bold Heritage
By the close of the two-day festival, Guinness had gone beyond the role of a sponsor. It celebrated culture, elevated bole, and strengthened its bond with consumers in Port Harcourt and beyond. The partnership showed once again why Guinness remains a fixture in Nigerian celebrations, bold in heritage, authentic in character, and always at the table where food, pride, and community come together.
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