Detty December

Examining corporate alcohol sponsorships and social media activities in Nigeria

Bibliographic Data

ID21605448
AuthorsOgochukwu W Odeigah (0000-0002-3897-9635, Chrisland University, corresponding author), Adeola G Adeoye (University of Ibadan), Samson Femi Agberotimi (0000-0002-5643-3249, Covenant University), Kelechi D Eze (Mental Health Unit, Federal Medical Centre), Emeka Wilfred Dumbili (0000-0002-3563-1617, University College Dublin)
Year2026
Pages1-12
Publication date2026-03-14
Open AccessNo
TypeARTICLE
VenueDrugs Education Prevention and Policy (JOURNAL)
Journal identifiersISSN: 0968-7637 • E-ISSN: 1465-3370
PublisherInforma UK Limited (PUBLISHER • GB)
DOI10.1080/09687637.2026.2642029
OpenAlexW7135396835
LanguageEN
References cited31

Background Alcohol brands strategically capitalize on Nigeria’s ‘Detty December’ (end-of-year festive season) to promote their products during high-profile events. This study assessed alcohol brands’ sponsorship of events and social media activities during Detty December in Nigeria.Methods We conducted a quantitative and qualitative content analysis of posts (n = 934) published on the Facebook pages of 35 alcohol brands during Detty December (1–31 December 2024) in Nigeria. Alcohol brand-authored posts related to Detty December events were coded and analyzed thematically.Results Nineteen alcohol brands participated in (either sponsored or hosted) 50 high-profile Detty December events in Nigeria, such as music concerts, cultural festivals, food festivals, lifestyle, and social leisure activities. Alcohol brands published posts on their Facebook pages promoting the events before, during, and after, urging followers to ‘call on all your friends and let them know.’ Several brands incentivized attendance by offering free event tickets. During the events, alcohol brands set up immersive bars and lounges in strategic locations, offering guests chilled drinks and interactive activities.Conclusion Alcohol brands sponsor high-profile events during Detty December in Nigeria, and actively market them on social media. Findings from this study offers insight on the events they sponsor and their marketing strategies

Alcohol · Alcohol consumption · Qualitative research · Social media · The Internet · Crime, Deviance, and Social Control · Digital Marketing and Social Media · Substance Abuse Treatment and Outcomes

Tools

Open DOI