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Diageo Africa

Diageo employs and manufactures locally throughout Africa, producing local brands with locally sourced materials. It has scale, depth, and a significant footprint as a committed local investor.

Alcohol in society

Promoting Positive Drinking

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

  • Our DRINKiQ programme is hugely versatile a tool which we are bringing to different markets across Africa in different ways to inform and engage.
  • This year we launched Smashed our global underage drinking programme in the Seychelles while building out our existing programmes in Nigeria and Ethiopia.
  • Our focus on responsible consumption is evolving to ensure we deliver a strong and clear message around #drinkpositive. This will enable our markets across Africa to educate and support consumers make informed decisions around alcohol.

Our results so far

  • We have expanded our 'Smashed' underage drinking programme in Nigeria & Cameroon to reach 114,000 students while in Uganda we kicked off our Red Card and #coolkidsdontdrink campaigns.
  • In Ghana we now partner with the national Driver&Vehicle Licensing Authority to include drink driving e-module in the national theory test - ensuring 50,000 new drivers are equipped with the information they need to consume responsibly.
  • In South Africa Drive Dry garnered 134,000 pledges to never drink and drive by signing up to #JoinThePact.

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 six years Africans have moved from being 18% to 27% of the global expat community. 

Diageo is committed to increasing African representation across our business. We currently have 12 non-Africans assigned in Africa and 22 African nationals on assignment somewhere in the world.

Our senior leaders in the continent are increasingly drawn from a growing pool of African talent – 84% of our Country Leadership Teams and 8 of our 13 General Managers are African.

Next section: sustainable development

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