… Among the headline acts are South African artists Langa Mavuso and Nomfundo Moh, both known for their soulful R&B-influenced sounds.
Eswatini Beverages is set to take the Stella Artois experience to a new level with the return of Stella Artois Sunday, a premium lifestyle event scheduled for September 6 at Malkerns Square Club House.
Now in its second edition, the event is designed to offer more than an afternoon of entertainment, bringing together music, premium hospitality, food, interactive experiences and the distinctive character of Stella Artois in one sophisticated setting.
According to Eswatini Beverages Events and Assets Representative Charles Ngwenya, the event is intended to create an experience that allows consumers to connect with the brand beyond the beer itself.
“Stella Artois Sunday is more than just an event; it is an immersive premium lifestyle experience designed to bring the world of Stella Artois to life,” said Ngwenya.
He explained that the concept centres on creating an environment where guests can enjoy quality entertainment and premium hospitality while experiencing the brand in a social and memorable way.
“For us at Eswatini Beverages, it is about creating meaningful moments around the brand and giving consumers an opportunity to experience Stella Artois beyond the product,” Ngwenya said.
The event will run from 12 noon to 8pm, with the organisers promising an experience built around the idea of enjoying a Sunday differently. The entrance fee is E200, with tickets available through MojaTicket.
Ngwenya said the second edition has been shaped by lessons from the inaugural event, with Eswatini Beverages placing greater emphasis on the overall guest experience.
“The first edition gave us a strong foundation and showed us the appetite for a premium Stella Artois experience,” he said.
“This year, we have taken the learnings from the previous edition and evolved the event to be bigger, more immersive and more intentional in how we engage with our consumers.”
Rather than focusing solely on increasing the size of the event, the beverage company says its priority is to improve the quality and consistency of the experience.
“We have placed a stronger focus on the overall guest journey, from the moment guests arrive through to the entertainment, activations, hospitality and the way Stella Artois is integrated throughout the experience,” Ngwenya said.
The entertainment programme is expected to be one of the major attractions of this year’s Stella Artois Sunday, with a diverse lineup of artists and performers selected to complement the event’s premium and relaxed atmosphere.
Among the headline acts are South African artists Langa Mavuso and Nomfundo Moh, both known for their soulful R&B-influenced sounds. Their inclusion is expected to bring a live-music element suited to the sophisticated setting envisioned by the organisers.
Ngwenya said the two performers were particularly exciting additions to the lineup.
“We are particularly excited to have Langa Mavuso and Nomfundo Moh joining us. Both artists bring an incredible soulful R&B sound that perfectly complements the premium, sophisticated and relaxed atmosphere we want to create,” he said.
The lineup will also feature Tribal Natives, Master P, Zania, Sibu Manzini, Locco, Fantacy, The Scientists and Drum Rhythm, alongside Langa Mavuso. DJs will also perform throughout the day, helping to maintain the atmosphere as the event progresses from afternoon into evening.
For Eswatini Beverages, however, the entertainment is only one part of the overall concept.
“Beyond the entertainment, guests can look forward to a number of interactive experiences and Stella Artois brand moments that allow them to engage with the brand in a more personal way,” Ngwenya said.
He added that elements including the ambience, food, activations, hospitality and venue setup have been carefully considered to ensure that the different parts of the event work together.
“What makes this year’s lineup particularly exciting is that it is not just about putting great artists on a stage. It is about creating a complete Stella Artois Sunday experience — great music, great company, premium hospitality and memorable moments, all brought to life by Eswatini Beverages,” he said.
The event’s visual campaign reinforces this premium positioning, with the organisers using fashion, style and lifestyle imagery alongside the Stella Artois branding. The campaign invites attendees to embrace a refined Sunday experience, with the event positioned as an opportunity to dress up, socialise and enjoy an elevated day out.
The return of Stella Artois Sunday also forms part of Eswatini Beverages’ broader effort to create stronger consumer experiences around its brands. Rather than limiting engagement to traditional product promotion, the company is using events to associate Stella Artois with music, social occasions, hospitality and lifestyle.
Ngwenya said the ultimate goal is to establish Stella Artois Sunday as an experience consumers can anticipate and associate with quality.
“Our objective is not simply to make the event bigger, but to make it better, more memorable and more premium, while remaining true to the sophisticated world of Stella Artois,” he said.
He added that Eswatini Beverages wants the event to develop into a distinctive part of the social calendar.
“We want Stella Artois Sunday to become an experience that consumers associate with great music, premium moments and the art of enjoying a Sunday differently,” Ngwenya said.
With its combination of live performances, DJs, hospitality, food, activations and premium brand experiences, the second edition of Stella Artois Sunday is positioned as a full-day lifestyle gathering rather than simply a conventional music event.
