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.

Promoting Positive Drinking

Our belief in responsible consumption is paramount to who we are and how we sell. We encourage adults to enjoy alcohol safely. We provide the information and tools for consumers to make informed choices, targeting specific issues and working to change harmful behaviour and ensure we can all #drinkpositive.

Our initiatives

  • Our DRINKiQ programme is a hugely versatile a tool which we are bringing to different markets across Africa - now partnering with the DVLA in Ghana. 
  • We have individual market led campaigns to inform and educate around Drink Driving supported by DrinkIQ. 
  • Through Smashed we deliver strong and clear messages to stop underage drinking. This will enable our markets across Africa to educate and support future consumers and potential consumers make informed decisions around alcohol. 

Our results so far

  • As part of our focus on responsible drinking, we expanded our Smashed underage drinking campaigns in 2020 to reach a further 78,000 young people. Now in 6 markets including Seychelles and Cote D'lvoire, with other underage campaigns in SA and Uganda. 
  • Our DrinkIQ training in moderate consumption reached over 3 million Africans online over the past year. 
  • Dunda Smart and Drive Dry are just two of our programmes to discourage drink driving in African markets. 

Nurturing African talent at home and abroad

We aim to develop Africans within Africa and globally, in a nurturing, open, progressive and inclusive culture. 

We are committed to building a cohort of African leaders and have deliberate and tailored acceleration plans for 89 of the next generation of those leaders. 

We do this encouraging mobility and experience by giving employees the opportunity to move between markets and continents.