How Don Julio turned the AMVCA into a celebration of African craft

14 May 2026, 13:28 by Guest Writer · TheCable Lifestyle

Don Julio made history at the 12th edition of the Africa Magic Viewers’ Choice Awards (AMVCA), becoming the first luxury spirits brand ever to serve as headline sponsor of Africa’s most prestigious film and television ceremony.

Held on May 9, 2026, at the Eko Hotel and Suites in Lagos, the night marked a defining moment not just for the brand but for the evolving relationship between premium culture and African storytelling.

The partnership was not one of logos and stage credits. In the lead-up to the ceremony, Don Julio, through Daniella Peters, raised glasses to the zeal and contribution of African creatives. At the ceremony itself, Don Julio celebrated winners through The Don’s Table conc, hosting an exclusive edition for AMVCA winners.

Rather than a conventional brand moment on stage, the experience gave award recipients a platform to speak freely about their creative journeys, the discipline behind their work, and what their wins meant to the African film industry.

The evening was hosted by Uti Nwachukwu, and among those welcomed to the table were 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 the night’s three most prestigious honours.

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

“For Don Julio, 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 & advocacy – Diageo South, West & Central Africa.

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