A Toast to Afrobeats: Don Julio Celebrates the Pulse of Culture

The heartbeat of Afrobeats pulsed stronger than ever this past weekend as two of the genre’s biggest stars — Tiwa Savage and BNXN — lit up Lagos with back-to-back album celebrations that had the entire city talking. From Tiwa’s soulful and intimate unveiling of This One Is Personal to BNXN’s high-octane Captain launch, it was a weekend that captured the spirit and excellence of Afrobeats in full motion.

At the center of both celebrations stood Don Julio, the world’s leading luxury tequila, infusing its signature flair for sophistication and style into every moment. Whether it was Tiwa’s reflective evening defined by connection and craft, or BNXN’s electric night that radiated confidence and culture, Don Julio was there — raising a glass to milestones, artistry, and the culture’s unrelenting energy.

Guests enjoyed bespoke Don Julio cocktails curated to match the unique energy of each artist, offering an immersive experience that reflected the diversity of Afrobeats itself — from refined and soulful to bold and exuberant. The contrast between both nights perfectly demonstrated how seamlessly Don Julio integrates into every expression of Afrobeats culture — united by the joy of achievement and creative excellence.

The success of the Afrobeats Weekend reinforces Don Julio’s commitment to going beyond sponsorship — to truly embody the pinnacle of celebration. By spotlighting two artists who represent the depth, passion, and future of Afrobeats, Don Julio continues to position itself as the essential spirit for cultural leaders and tastemakers across the continent.

“This weekend was more than an event; it was a cultural testament,” said Ifeoma Agu, Group Head of Culture, Influencers & Advocacy, Diageo South, West & Central Africa. “By celebrating both the intimate artistry of Tiwa Savage and the bold command of BNXN, we cemented Don Julio’s presence at the very peak of Afrobeats culture. We are not just a luxury spirit — we are The Icon of Celebration, honoring every earned moment with unmatched style.”

The activation generated strong social engagement and significant earned media across both events, redefining perceptions of tequila in luxury settings and setting a new benchmark for brand integration within African music and culture.