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.

An investor in Africa

In Africa, we are a manufacturer and employer first, a drinks company second. We operate 12 breweries, and numerous plants, 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, creating employment and revenue in our communities. We currently source over 82% locally, a figure we have achieved ahead of our original goal.

We are committed to managing our water use efficiently and increasing access to clean water in water-stressed areas. In 2019 we provided 164,791 people with safe water or sanitation.

In 2019 we completed our new Senator Keg brewery in Kisumu, Kenya. At Kisumu and across Africa we work with smallholder farmers, to provide the sorghum and cassava needed for our beers. Today we work with over 72,000 small holder farmers, and buy from a further 39,000.

In 2019 we committed to investing £180m in renewable energy and water efficiency for our African brewing sites. Putting solar panels, water recovery facilities and biomass boilers in 13 brewing sites across seven of our African markets.

Our people in Africa

Diageo directly employs over 4,000 talented people across Africa to grow our business, nurture our brands and create new products.

A great place to work

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. 4 of 11 country leadership teams are either at gender parity or majority female. 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.