Guinness Nigeria emerges third-largest market for brand globally

Guinness Nigeria Plc says the country has emerged as the third-largest market for the Guinness brand globally, behind Ireland and the United Kingdom.

The company’s finance and strategy director, Mayank Kabra, disclosed this during a media parley on Wednesday in Lagos, adding that the Guinness brand had become deeply rooted in Nigeria after 76 years of operations, with many consumers now identifying it as a local brand.

“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,” Kabra said.

He attributed the company’s growth to strong consumer relationships and evolving strategies to sustain relevance in a competitive market.

“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.

He highlighted that Guinness Nigeria continues to leverage football partnerships, including the Premier League and Arsenal FC, to deepen consumer engagement through its ‘Match Day’ activations.

“Football remains a powerful cultural platform for us. Through our partnerships, we are able to connect with consumers in a way that goes beyond just the product,” he said.

Kabra stated further that the company’s operations are anchored in consumer obsession, operational excellence, a winning culture, and financial performance.

“We are focused on building a strong portfolio, investing in our people, and driving digital transformation that supports sustainable growth,” he said.

Rotimi Odusola, Guinness Nigeria’s corporate and legal representative, said the company remained committed to strong corporate governance and ethical business practices.

“Governance is very important to us. We operate with transparency, accountability and strict adherence to ethical standards,” he said.

Odusola disclosed that the company was among the first firms certified under the Corporate Governance Rating Scheme of the Nigerian Exchange.

“We take compliance seriously, and that is why we continue to be recognised for strong governance practices in the capital market,” he added.

He said Guinness Nigeria promoted responsible drinking through its Ember Months campaign in partnership with the Federal Road Safety Corps and the Lagos State Drivers’ Institute.

“We are committed to road safety and responsible consumption, especially during high-travel periods like the ember months,” Odusola said.

The company’s HR director, Ms Ayodeji Ajibola, said the company was investing heavily in talent development and organisational culture.

Ms Ajibola said sales upskilling programmes had improved salesforce productivity by 11 per cent and boosted redistribution growth by 21 per cent.

She noted that the company runs a Graduate Management Trainee programme and leadership training in collaboration with Lagos Business School.

Ms Ajibola added that the company recently introduced a ‘Voice Up’ initiative to strengthen inclusion and provide a safe channel for reporting workplace concerns.