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Diageo Africa

Diageo Africa has the scale, depth, infrastructure and brands to take advantage of the many opportunities the continent has to offer.

Alcohol in society

We believe that responsible drinking can be part of a balanced lifestyle and we encourage people to enjoy alcohol safely. We provide the information and tools for consumers to make informed choices, targeting specific issues and working to change harmful behaviour and ensure we can all #drinkpositive.

Our initiatives

  • We’ve trained 1,000 bartenders in Nigeria, Kenya, Uganda, Ghana and South Africa through our DRINKiQ programme.
  • Our Drive Dry campaign uses award-winning TV commercials and radio dramas to raise awareness of drink driving in South Africa.
  • We work with the Federal Road Safety Commission in Nigeria to celebrate Embers month, with activities ranging from donating breathalysers to hosting anti-drink driving roadshows.

Our results so far

  • Our underage drinking education programme in Ethiopia educated 44,000 young people on the danger of underage drinking.
  • In Ghana we educated over 20,000 commercial drivers on the dangers of drink driving in collaboration with the Ghana Medical School.
  • Party Central Kenya, a vibrant platform on Twitter, Facebook and Instagram that provides information on how to “party smart”, has a community of over 50,000 followers.

Nurturing African talent at home and abroad

In Africa we are committed to building a diverse and highly engaged workforce and we offer our people the opportunity to travel the world and develop their careers.

This is in line with the growth of African talent across the continent and globally. Over the last five years Africans have moved from being 18% to 25% of the global expat community. At the same time, the number of non-Africans working in Africa has reduced by 47%.

Diageo is committed to increasing African representation across our business. We currently have 28 non-Africans assigned in Africa and 32 African nationals on assignment somewhere in the world. Our senior leaders in the continent are increasingly drawn from a growing pool of African talent – 75% of our Market Executive Teams are African while 9 of our 13 General Managers are African.