By Benjamin Njoku

Don Julio wrote its name into history at the just-concluded Africa Magic Viewers’ Choice Awards, becoming the first luxury spirits brand to serve as headline sponsor of Africa’s premier film and television ceremony.

Held on May 9, 2026, at Eko Hotel and Suites in Lagos, the night marked a defining moment for the brand and for the growing connection between premium culture and African storytelling.

The partnership went beyond logos and stage credits. In the lead-up to the ceremony, Don Julio, through Daniella Peters, celebrated the drive and contributions of African creatives. On the night itself, the brand honored winners at The Don’s Table, an exclusive gathering for AMVCA recipients.

Rather than a conventional brand moment, the experience gave winners a platform to speak openly about their creative journeys, the discipline behind their craft, and what their wins meant for the African film industry. Hosted by Uti Nwachukwu, the table welcomed Best Actor winner Uzor Arukwe and Best Supporting Actress Linda Ejiofor-Suleiman.

Don Julio also sponsored the Best Film of the Year category, placing its name on three of the night’s top honors.

The brand’s presence extended to the red carpet, where Don Julio’s Fashion Icon of the Night, Uche Montana, arrived in a custom Tubo Bereni design inspired by the phoenix, a symbol of reinvention, strength, and ambition.

“For the brand, the AMVCA was never just a sponsorship. It was a statement of belief in African creative excellence, delivered with the same care that goes into every bottle,” said Ifeoma Agu, Group Head of Culture, Influencer and Advocacy, Diageo South, West and Central Africa.