Malta Guinness, TRACE Naija Energise Campuses Across Nigeria with ‘In The City’ Tour

*Malta Guinness, in partnership with the organisers, TRACE Naija the tour, says the 2025 ‘Trace in the City’ campus tour was designed to celebrate youth culture, creativity, and optimism, delivered unforgettable experiences filled with music, dance, and real connections by Nigerian students

Isola Moses | ConsumerConnect

The 2025 Edition of the annual ‘Trace In The City’ campus tour will go down as one of the most exhilarating, thanks to Nigeria’s premium malt drink, Malta Guinness.

In partnership with the tour’s organisers, TRACE Naija, the brand, renowned for fuelling the greatness and positive energy of Nigerian consumers, was on the ground to give students a tour to remember for a long time.

According to the organisers, the tour, designed to celebrate youth culture, creativity, and optimism, delivered unforgettable experiences filled with music, dance, and real connections.

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From the University of Ibadan (UI) to the University of Abuja, University of Calabar (UNICAL), University of Uyo (UNIUYO), and a grand finale at Yaba College of Technology (YABATECH), in Lagos, the nationwide tour brought together thousands of students who were treated to live performances from some of Nigeria’s hottest acts.

These include Falz, Qing Madi, Shoday, and Poco Lee.

Each stop was packed with high energy moments, inspiring conversations, and vibrant displays of real Nigerian talent.

At the Malta Guinness activation zones, students enjoyed chilled cans of Malta Guinness, and immersed themselves in the brand’s World of Goodness.

Dancers were not left out as students of each tertiary institution of learning competed in the Malta Guinness Steppers Challenge, winning cash prizes.

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Malta Guinness also rallied each institution towards a common goal: winning the Malta Guinness Goodness Challenge, which saw YABATECH coming in first, UNICAL in second place, and UI in third place.

The organisers noted that entire consumer experience mirrored the everyday optimism that defines the Nigerian youth spirit – bold, expressive, and full of life.

Speaking on the brand’s involvement, Garima Khandelwal, Head of Non-Alcoholic Beverages, Guinness Nigeria, said: “Malta Guinness has always been more than just a drink; it is a symbol of positivity, energy, and real vitality.

“With our partnership with TRACE Naija, we are celebrating the youthful drive that keeps Nigeria moving.

“The ‘Trace In The City’ tour is our way of inspiring students to stay energised, and live life fully.”

Across campuses, the atmosphere was charged with music, laughter, and shared moments of joy.

The Malta Guinness x ‘TRACE In The City’ Campus Tour reinforced the brand’s commitment to celebrating and elevating youth culture while fuelling everyday optimism among Nigerian students.

By bringing its signature energy to campuses nationwide, Malta Guinness, once again, has demonstrated its commitment to championing real vitality and creating meaningful cultural moments that connect Nigerians everywhere.

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