Diageo takes on the world
Diageo is planning to move into the growing world-beer category, starting with a UK push for Windhoek lager.
The company has a 14.6% stake in Namibia Breweries, which owns the brand, and signed a 10-year deal for the global distribution rights last year.
UK managing director Simon Litherland said the move was part of a wider move for Diageo to “participate more broadly” in the beer category outside of key brand Guinness.
“Windhoek lager is the biggest beer brand in Namibia and with the world beer category growing in the UK we think it’s a big opportunity for us.
“Diageo has a very interesting beer portfolio across the world, which includes brands such as Tusker, Kilkenny and Senator,” he added.
Litherland said that wine and new brand Arniston Bay, which the company has just added to its wine portfolio as part of its Percy Fox business, is another opportunity for the company and he also promised a relaunch of the Piat D’Or range soon.
“Wine is a growing category. I’m delighted to be part of it and for Diageo to have such a strong position within that already,” he said.
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