Lagos: Guinness Nigeria Plc has announced that Nigeria has emerged as the third-largest market for the Guinness brand globally, following Ireland and the United Kingdom. The Finance and Strategy Director of the company, Mr. Mayank Kabra, revealed this during a media parley in Lagos.
According to News Agency of Nigeria, Kabra emphasized the deep-rooted presence of the Guinness brand in Nigeria, where it has operated for 76 years, leading many consumers to identify it as a local brand. He stated, “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 attributed the brand’s growth to a strong consumer connection and evolving strategies designed to maintain its relevance in a competitive market. He noted, “We have remained consistent in understanding our consumers and evolving with them. That connection is what continues to drive our growth in Nigeria.”
Additionally, Kabra highlighted Guinness Nigeria’s efforts to leverage football partnerships, including those with the Premier League and Arsenal FC, to enhance consumer engagement through ‘Match Day’ activations. He remarked, “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.”
Kabra further elaborated that the company’s operations are anchored on consumer focus, operational excellence, a winning culture, and strong financial performance. “We are focused on building a strong portfolio, investing in our people, and driving digital transformation that supports sustainable growth,” he said.
Mr. Rotimi Odusola, Corporate Relations and Legal Director of Guinness Nigeria, also spoke on the company’s commitment 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 stated.
Odusola mentioned that Guinness Nigeria was among the first firms certified under the Corporate Governance Rating Scheme of the Nigerian Exchange Ltd. (NGX), highlighting their dedication to compliance and recognition for robust governance practices in the capital market.
On social responsibility, Odusola noted that Guinness Nigeria promotes 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,” he said.
Mrs. Ayodeji Ajibola, Human Resource Director, discussed the company’s significant investment in talent development and organizational culture. “Our people are at the centre of our transformation. We are deliberately investing in skills, leadership, and performance culture,” she stated.
Ajibola reported that sales upskilling programmes have increased salesforce productivity by 11 per cent and boosted redistribution growth by 21 per cent. She added that Guinness Nigeria runs a Graduate Management Trainee programme and leadership training in collaboration with Lagos Business School. “We are building the next generation of leaders through structured development programmes and continuous learning,” she said.
Ajibola also introduced a ‘Voice Up’ initiative aimed at strengthening inclusion and providing a safe channel for reporting workplace concerns. “This initiative is about ensuring every voice is heard and respected, while strengthening trust within the organisation,” she concluded.