Diageo Africa has the scale, depth, infrastructure and brands to take advantage of the many opportunities the continent has to offer.
An investor in Africa
In Africa, we are a manufacturer and employer first, a drinks company second. We operate 12 breweries, three sorghum beer sites, one cider plant and five blending and malting facilities. We directly support our communities by sourcing and producing locally.
Sourcing local raw materials is key to our strategy in Africa and has a positive impact by creating employment and revenue in the communities we work in. We currently source over 75% locally, a figure that will grow to 80% by 2020.
We are committed to managing our water efficiently and enhancing access to clean water in water-stressed areas. In 2017 we provided 173,000 people with safe water or sanitation in local communities.
In 2017 we committed to investing 15 billion Kenyan shillings to build a new Senator Keg brewery in Kisumu, Kenya. This significant investment underlines our position as an important employer and manufacturer in Kenya.
We are working with more and more smallholder farmers, particularly in Kenya and Ethiopia, to provide the sorghum and cassava needed for our beers. Today we work with over 40,000 farmers, a number that is growing all the time.
Our people in Africa
Diageo directly employs over 5,000 talented people across Africa to grow our business, nurture our brands and create new products.
A great place to work
We are committed to developing local talent and ensuring that Diageo is a great place to work. In 2017 we were named employer of the year by the Federation of Employers in Uganda.
We are particularly focused on driving diversity and inclusion and have developed strong women’s networks in each market, including the Spirited Women’s Network. Nearly 30% of senior leaders in Africa are women – with some markets like Ghana already at 50%, our target for 2020.
Across Africa we encourage mobility and experience by giving employees the opportunity to move between markets and continents.
Tackling illicit and informal alcohol
Illicit alcohol is a major public health issue across Africa. According to the World Health Organisation, about half of all the alcohol drunk in sub-Saharan Africa is produced illegally, with the informal brewing market believed to be three to five times the value of the beer market.
In Africa we play a role in reducing the consumption of dangerous illicit brews by producing quality, affordable alternatives that also offer employment and economic benefit. Senator Keg, which was introduced to Kenya in 2004, demonstrates how we are doing this.
Senator Keg was developed to fight the consumption of illicit alcohol. This was done through a range of measures including a lower tax regime, which increased affordability, and special packaging to ensure that the beer was consumed where it was sold, that it would not be sold to minors and would not be sold above a set price.
Senator has become a flagship beer in Kenya, produced using locally sourced sorghum and employing local farmers while offering consumers a safe and affordable alternative to illicit alcohol.