Nigeria moves up for Guinness

27 August, 2008
Page 5 
Nigeria has overtaken Ireland as the number two market for Guinness, behind the UK.

Brand owner Diageo said fresh distribution for the beer brand in Korea and India this year showed how the global footprint for Guinness was moving from its traditional English speaking territories. Sales across Africa were up by 17 per cent in the financial year to June 30, driven by a new TV ad campaign.

Stuart Fletcher, president of Diageo International said Nigeria had surpassed Ireland in the last three months of the year. He added: "I'd love Ireland to be growing and for it to be a bigger challenge for Nigeria to be chasing.

"We had a tremendous performance not just in Nigeria but in every single market across the sub-Saharan continent, from Kenya to Ghana to Cameroon. The campaign is having a huge effect on consumer attitudes towards Guinness." He added that the increase d growth had been accom­panied by price increases to give the brand a more premium position.

Diageo chief executive Paul Walsh added that non-core markets were "the future of the brand".

See the feature on page 61.