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 grown exponentially in recent years. 

We are committed to managing our water use efficiently and increasing access to clean water in water-stressed areas. In 2020 we provided 194,379 people with safe water or sanitation.

In 2020 we continued to expand our agricultural commitment and farmer network now at close to 100,000. 

Specifically, we have worked with 47,415 farmers through our regenerative farmer programmes and clinics designed to boost productivity and provide the skills training and tools for development. 

We are actively reducing our environmental impact with our renewable energy and water efficiency investment at our African brewing sites. In markets like Uganda our water recovery facilities are up and running and in Kenya we are seeking local biomass fuel suppliers to support our new biomass boilers.

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 committed to developing local talent and ensuring that Diageo is a great place to work. We are particularly focused on driving inclusion and diversity. We have developed strong women's networks in each market, including the Spirited Women's Networks. 

41% of senior leaders in Africa are women as we target gender parity or majority female leadership teams. 50% of our African leadership teams are at or around gender parity. 

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.