Lord’s London Dry Gin partnered with Trace Live to present Nigerian soul artist Johnny Drille in concert at Terra Kulture on Friday evening. This marked the second collaboration between the premium gin brand and the entertainment platform in 2025.
The event, themed “Hard Guy Confession,” drew fans of live music and premium lifestyle experiences to the Victoria Island venue, where Johnny Drille performed hits including “How Are You (My Friend),” “Lover,” “Count on You,” and “Believe Me.”
According to brand executives, the partnership represents Lord’s Gin’s strategy to connect with consumers through experiential marketing rather than traditional advertising.
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“What we’re building with Lord’s Gin is a lifestyle. One where music, storytelling, and premium experiences collide,” said Olusegun Akinyemiju, Senior Brand Manager at Lord’s London Dry Gin. “Trace Live gives us the perfect stage to show up with culture, not just product.”
The brand integrated signature cocktail stations, flair bartenders, and lounge areas throughout the venue during the performance. Johnny Drille’s emotionally-driven set also resonated with audience members, many of whom appeared moved by the intimate concert setting.
Valentine Dibia, Digital and E-commerce Manager at Nigeria Distilleries Limited, said the approach targets digitally-connected consumers seeking authentic experiences.
“Our audience is digitally connected and emotionally aware. Experiences like this one allow us to meet them where they are — online, on the ground, and in the moment,” Dibia said. “Lord’s Gin is no longer just on the shelf; it’s part of people’s lifestyle.”
