Guinness Nigeria Plc announced that the country has become the third-largest market for the Guinness brand worldwide, after Ireland and the United Kingdom.
Company Reveals Market Status
The Finance and Strategy Director, Mr. Mayank Kabra, disclosed this during a media briefing on Wednesday in Lagos.
Guinness’ Deep Roots in Nigeria
Kabra stated that Guinness has been deeply rooted in Nigeria for 76 years, with many consumers now perceiving it as a local brand.
Nigeria’s Growing Market
“The most interesting thing for us is that Nigeria is the third-biggest market for Guinness globally, after Ireland and the UK. Guinness has been part of this country for 76 years, and today many consumers see it as a Nigerian brand rather than an Irish one,” he said.
Growth Driven by Consumer Connection
He attributed the company’s growth to strong consumer engagement and evolving strategies to stay relevant in a competitive market.
Evolving with Consumers
“We have remained consistent in understanding our consumers and evolving with them. That connection is what continues to drive our growth in Nigeria,” Kabra added.
Leveraging Football for Engagement
Guinness Nigeria continues to leverage football partnerships, including the Premier League and Arsenal FC, to deepen consumer engagement through “Match Day” activations.
Football as a Cultural Platform
“Football remains a powerful cultural platform for us. Through these partnerships, we connect with consumers beyond just the product,” he explained.
Core Values Guide Operations
Kabra emphasized that the company’s operations are anchored on consumer focus, operational excellence, a winning culture, and strong financial performance.
Investing in Growth and Digital Transformation
“We are focused on building a strong portfolio, investing in our people, and driving digital transformation to ensure sustainable growth,” he said.
Commitment to Corporate Governance
Mr. Rotimi Odusola, Corporate Relations and Legal Director, stated that Guinness Nigeria remains dedicated to strong corporate governance and ethical business practices.
Transparency and Compliance
“Governance is very important to us. We operate with transparency, accountability, and strict adherence to ethical standards,” he affirmed.
Odusola noted that the company was among the first firms certified under the Nigerian Exchange’s Corporate Governance Rating Scheme.
Social Responsibility Initiatives
He said Guinness Nigeria promotes responsible drinking through its Ember Months campaign in partnership with the Federal Road Safety Corps and Lagos State Drivers’ Institute.
Road Safety During Peak Travel Periods
“We are committed to road safety and responsible consumption, especially during high-travel periods like the ember months,” Odusola stated.
Investing in Talent and Culture
Mrs. Ayodeji Ajibola, Human Resource Director, added that the company is investing heavily in talent development and organizational culture.
Developing Future Leaders
“Our people are at the center of our transformation. We are deliberately investing in skills, leadership, and a performance-driven culture,” she said.
Training Programs Boost Productivity
Ajibola mentioned that sales upskilling programs have improved salesforce productivity by 11% and increased redistribution growth by 21%.
Leadership Development Initiatives
The company runs a Graduate Management Trainee program and leadership training in partnership with Lagos Business School.
Building Future Leaders
“We are nurturing the next generation of leaders through structured development programs and continuous learning,” she added.
Promoting Inclusion and Trust
Ajibola also highlighted the recent launch of “Voice Up,” an initiative to promote inclusion and provide a safe channel for workplace concerns.
Ensuring Every Voice Is Heard
“This initiative is about making sure every voice is heard and respected, while strengthening trust within the organization,” she concluded.
