John O’Keeffe on how Diageo had to rely on off-trade market during the pandemic
The COVID-19 pandemic shifted the focus of the leader in the African beer market towards delivery applications. It’s also now seeking to position itself with new audiences.
26/02/2021 at 15h49, by Africa Business+
“The African off-trade market is not as developed as elsewhere. In Kenya, for example, 95% of sales are made on-trade. Our ability to absorb the shock of the pandemic has been limited,” conceded John O’Keeffe, Africa boss of Diageo and global director of the beer business.
Recommended articles
Consumer goods
15/07/2022 at 15h38, by Africa Business+
Herbert Smith, Lacourte and Gide leading sale of Guinness Cameroon to SABC
The sale by the British Diageo of its Cameroonian subsidiary to the local branch of the Castel group...
Agri-food industry
03/12/2020 at 07h48, by Valentin Grille
Grégory Leymarie’s to boost Pernod-Ricard sales of Imperial Blue and Inverroche
The French beverages giant plans to take advantage of the health crisis to strengthen its position in...
Telecoms
30/10/2019 at 13h47, by Africa Business+
Safaricom finds Peter Ndegwa, its Kenyan treasure, at Diageo
The Nairobi government, which holds a third of the capital of the East African telecoms leader, insisted...