Freedom, fun, whiskey at Jameson Connects 2021

From alternative fashion pop-up to electrifying music, gourmet junk food, craft, games, and an experience that spurred people to bond with each other in an unpretentious celebration, this year’s Jameson Connects, which is the 7th edition, brought whiskey lovers together.

The event, which took place on Nigeria’s sixty-one Independence Day for an immersive Jameson experience, spurred Jameson Irish Whiskey delighted guests with an array of exciting activities.

With this year’s theme: Celebrating The Freedom To Be You, Jameson successfully reinforced its passion for celebrating the uniqueness of people. The theme focuses on the bold and free-spirited nature of young Nigerians, who continue to defy the odds in choosing and embracing authentic lifestyles and values.

Jameson is a third way brand that identifies strongly with the fearless and courageous spirit of Nigerians. Since 2016, the darling of the alternative community has hosted its tentpole event at historical and cultural sites, from Jaekel House to last year’s event at the Old Nepa Power Station. This year, the brand kept the venue as a surprise, revealing the details of the sold-out experience to guests that morning.

The 61st Independence Day was celebrated at the first monumental train station, Lagos Terminus, which sits aesthetically on the bottom of Carter Bridge, overlooking the Lagoon. The green, cream, and maroon façade is a reproduction of Jameson’s brand colours.

Guests enjoyed a host of activities including one of the three smooth cocktails – Jameson Zobo Sour, Palm-wine twist or Jameson, Sprite and Lime. Also, complimentary haircuts at the Sip and Cut experience from Kayzplace barbershop treated ladies and bearded brothers to stylish awesomeness. The Bond and Connect zone had people bonding over Ayò, FIFA, Jenga, foosball, table tennis, and more. Folks also enjoyed the extremely popular Arts and Craft corner, where they handmade their own clay pots and candles, while getting beautiful henna and face painting.

Jameson Connects 2021 also featured alternative fashion brands WAF, Sushi, Paradise Parade, Daltimore brand, Sneaker Fest and Push It, selling cool merchandise, and a screen-printing area where guests could customise Independence themed Jameson shirts designed by Wafflesncream. The performances had a vibe as people rocked to music with DJ sets from perennial Jameson Connects performer: Aye, and the magical Camron, Alternative music flag bearers Buju, Ayra Starr, Ajebutter 22, others.