By Peace Udugba
Lord’s London Dry Gin has continued to strengthen its presence in Nigeria’s entertainment scene, bringing its signature style and brand experience to the latest edition of TRACE Live, headlined by Afrobeats star BNXN.
The event, held on Friday, October 30, 2026, at Terra Kulture, Victoria Island, Lagos, attracted music lovers and entertainment enthusiasts who gathered for an evening of live performances, excitement and memorable interactions.
BNXN thrilled the audience with performances of some of his popular songs, including Back Outside, Bae Bae and Still in Charge, as fans sang along, danced and responded enthusiastically to his energetic delivery.
One of the evening’s highlights came when two excited fans joined the artiste on stage to perform his song, Eja Meja. Their impressive performance caught BNXN’s attention, prompting him to reward them with cash gifts to the delight of the audience.
Beyond the musical performances, Lord’s London Dry Gin added another dimension to the event through a specially designed brand activation booth featuring drinks, giveaways and interactive games.
The activation provided guests with opportunities to engage with the brand while enjoying the entertainment and hospitality that characterised the evening.
Speaking on the brand’s participation, Gbemileke Lawal, Marketing Manager, Lord’s London Dry Gin, Nigerian Distilleries Limited, said the company’s ambition went beyond maintaining visibility at entertainment events.
“Our ambition goes beyond being visible at entertainment events. We want to create distinctive experiences that reflect the sophistication of Lord’s and resonate with the lifestyles of our consumers.
“Through engaging activations, thoughtful hospitality and partnerships with platforms that celebrate great entertainment, we are bringing our philosophy of ‘Own the Moment. Experience It Differently’ to life,” Lawal said.
The BNXN appearance represents another step in Lord’s London Dry Gin’s growing association with Nigeria’s music and entertainment industry.
The brand has previously collaborated with artistes including Zlatan, Spyro and Patoranking, using entertainment platforms to strengthen consumer engagement and showcase its identity.
Its partnership with TRACE Live further reflects the growing relationship between brands and the entertainment industry, where companies increasingly seek to create memorable consumer experiences beyond conventional advertising and sponsorship visibility.
For Lord’s London Dry Gin, the objective is to connect with audiences through music, hospitality and lifestyle experiences while reinforcing its positioning around elegance and style.
The latest TRACE Live edition with BNXN has added another chapter to the brand’s entertainment engagements, as it continues to explore opportunities to connect with music lovers across Nigeria.
Tags: Lord’s London Dry Gin, BNXN, TRACE Live, Nigerian music, Afrobeats, Nigerian Distilleries Limited, Terra Kulture, Gbemileke Lawal.
