Amstel, AMVCA enhance African creativity at 11th awards
Nigeria’s malt drink, Amstel Malta, has demonstrated its support for African storytelling and creativity as the headline sponsor of the 11th Africa Magic Viewers’ Choice Awards (AMVCA).
Held from May 7 to 10, the four-day event was a multi-layered celebration of Africa’s finest filmmakers, rising stars, cultural expression and cinematic excellence, with Amstel in a prominent role.
The festivities began with Icons Night, a tribute to industry legends. This was followed by Young Filmmakers’ Day, hosted in collaboration with MultiChoice Talent Factory. It spotlighted “Sound in Filmmaking” and served as a bridge between rising talent and industry leaders.
One of the day’s standout moments was Amstel Malta Monologue Challenge, where aspiring creatives performed original works before a live audience of professionals. The winner, Anderson Eboreime, got N250,000—but more importantly, the platform provided visibility and opportunity for voices to be heard. Guests enjoyed a seamless brand experience with refreshments and immersive touchpoints curated by Amstel Malta.
As headline sponsor, Amstel has consistently championed the best African creativity—celebrating stories, talent, and vision that define the continent’s entertainment. For 11 years, the brand has honoured individuality, and style. On Awards Night, Amstel Malta upheld this tradition through Amstel Malta’s Sleek MVPs competition.
Reflecting on the brand’s role at AMVCAs, Francis Obiajulu, Senior Brand manager of Amstel Malta & Hi-Malt at Nigerian Breweries, said: “AMVCA 11 was a reflection of how far our industry has come and the possibilities ahead. We believe creativity is not just to be consumed; it is to be nurtured, championed, and projected onto the global stage. We honour legacy, spotlight originality, and inspire storytellers, who are African, and globally relevant. Our presence at AMVCAs is a statement of intent, we invest in growth, visibility, and more of African talent.”
With ace photographer, Kelechi Amadi-Obi—who captured guests at Amstel Malta Sleek Lounge—it crowned Akin Faminu and Liquorose Amstel Malta Sleek MVPs, giving each a N1 million prize. The initiative, rooted in self-expression and confidence, mirrored the brand’s premium identity. On the other hand, the Amstel Malta Style Corner, which was hosted by media personality, Hawa Magaji, captured red carpet elegance and allowed guests to showcase their individuality on one of the biggest nights in African entertainment.
The evening culminated with Amstel Malta’s presentation of the prestigious Best Overall Movie award, which was presented to “Freedom Way” by Blessing Uzzi. The honour further cemented the brand’s support for bold, original African storytelling.
Now in its new sleek can, Amstel Malta was at the heart of the 11th edition of the AMVCAs, driving a powerful celebration of film, fashion, and future-forward creativity. With a continued focus on elevating African talent and storytelling, the brand remains deeply committed to celebrating and empowering the people and stories shaping the continent’s entertainment landscape.
