Guinness boosts African brands
Diageo GB is boosting distribution of its Nigerian-brewed Guinness Foreign Extra Stout and non-alcoholic Malta Guinness through Surrey-based distributor Kato Enterprises.
The company said demand for Guinness Foreign Extra Stout is growing, with value sales up 40% in independents, 20.5% in multiple convenience stores, and 10.2% across the off-trade.
Diageo will also be investing in trade promotional support to drive sales of the brands.
Channel director for route to market and convenience Guy Dodwell said: “Nigerian-brewed Guinness and Malta Guinness have seen a strong rise in popularity since they were first introduced in the UK, and we are delighted to have Kato Enterprises on board to make them more widely accessible to retailers. With strong expertise in supplying African Caribbean beverages, we are confident Kato will help us grow the variants further.”
Kato managing director Kayode Toyinbo added: “Our partnership with Diageo GB has been very rewarding over the years and we are pleased to be able to offer an improved product supply and excellent service to our trade customers. We are committed to delivering our mission to ‘share the taste of the world with exciting products and partnership’, and our goal is to ensure Diageo GB brands from Africa are well represented in the world food category in the UK.”