The Cube – bringing mainstream spirits to consumers in Cameroon
Feature 05 SEP 2017
Cameroon is the first country in Africa to bottle Black & White Scotch whisky
In February, we launched the Cube, our stand alone bottling facility in Douala, Cameroon. This has enabled us to bring accessible and affordable mainstream spirit to consumers in Cameroon for the first time.
Local production is key to achieving our strategy to grow mainstream spirits and shape the beverage alcohol market in Cameroon and Africa. Through the Cube, Cameroon is the first country in Africa to bottle Black & White Scotch whisky, a brand that has strong local appeal.
To support the launch of Black & White in Cameroon, the team leveraged our existing beer platform and route to consumer to bring the product to market quickly, covering about 60% of the country through 37 local distributors.
Diageo has a proud history in Cameroon. Our Guinness brewery in Douala has been part of the community since 1969, and our presence extends beyond our brands and production. Our Water of Life programme has connected 900,000 people across the country to clean water since 2008. We aim to source 70% of raw materials locally by 2020 and have reached 15,000 people with our responsible alcohol use programmes.