Diageo is a world-leading alcoholic beverage manufacturer, producing brands such as Johnnie Walker, Smirnoff, Baileys and Guinness. In Africa, its largest businesses are in Nigeria, and in East Africa, where it owns 50.03 per cent of East African Breweries Limited. In this interview, John O’Keefe, Diageo Africa’s president, discusses his company’s prospects in the continent.
How is Diageo positioned to take full advantage of socio-economic growth in sub-Saharan Africa in 2016, and the emergence of a middle-class population?