St.George Beer - Adey Music & Studio

OVERVIEW

In 2017, St. George Beer, Ethiopia’s flagship heritage brand, began a bold cultural transformation to remain relevant with a new generation of Ethiopians. The nationwide campaign #BeMelaEnifka, launched during the Ethiopian New Year and led by Spotlighting Marketing, introduced a message of confidence, individuality, and cultural pride. By activating three main influencers and ten supporting creators nationwide, the campaign sparked youth-led conversations across the country and repositioned St. George as a symbol of celebration and boldness. The success of #BeMelaEnifka became the foundation for something larger: Adey Media – a long-term cultural platform that blends music, storytelling, and modern expression.