Amstel Malta shows support for Nigerian youths, launches ‘My Time is Now’ campaign

Reiterating its commitment to helping Nigerians live their best life and attain their full potential, premium malt drink brand, Amstel Malta launched its ‘My Time is Now’ campaign to inspire people to follow their dreams.

The campaign was launched in response to the saddening trend of young Nigerians- with a focus on millennials and GenZs- being dissuaded from pursuing certain careers due to the perception that they are not worthwhile compared to others that are considered professional.

Speaking on the campaign, Brand Manager, Amstel Malta, Tobiloba Obawede, said, “In Nigeria, it is not uncommon for parents and guardians to project their dreams and expectations on their wards. Likewise, it is common for well-meaning parents and guardians to map out the trajectories of their wards long before these wards are old enough to choose for themselves. As a result, there are many individuals on career paths that they do not desire but do not have the courage to switch career paths out of fear of confrontation from their loved ones. For some others, there is no fear of confrontation but following their dreams seems herculean in nature due to challenging circumstances.”

“With the ‘My time is now’ campaign, we want to encourage these people to go all out for what they want. We want them to know that although following your dreams entails risks, it is always worth it.”

To commence the campaign, Amstel Malta has spotlighted the inspirational stories of young Nigerians who defied the odds, shattered glass ceilings, and took center stage.

Amstel Malta, in over 25 years, has shown tremendous support for different segments of the Nigerian populace through numerous phenomenal initiatives. With its all-new campaign, the brand is showing that its support is not for just a few but for all Nigerians.

About Nigerian Breweries PLC:
A member of the HEINEKEN Group, Nigerian Breweries Plc is the pioneer and largest brewing company in Nigeria. Incorporated in 1946 as "Nigerian Brewery Limited", the company made history in June 1949 when the first bottle of STAR lager beer rolled out of its Lagos brewery bottling line. Today, it has a rich portfolio of 19 high-quality brands (such as Heineken, Desperados, Maltina, Life, Amstel Malta, Gulder, Fayrouz and Legend) produced from 9 breweries and 2 malting plants which are distributed nationwide. Nigerian Breweries is also a recipient of several awards and recognition in other areas of its operations including product quality, marketing excellence, productivity and innovation, health and safety, corporate social responsibility, and sustainability. To learn more, visit the Nigerian Breweries website:



Sade Morgan
Corporate Affairs Director



News Categories

Quick Links

This website uses cookies to ensure you get the best experience on our website.