Lagos: 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, Mr Mayank Kabra, disclosed this during a media parley on Wednesday in Lagos.
Kabra noted the Guinness brand is now firmly established in Nigeria after 76 years, with numerous consumers perceiving it as a local brand.
He noted that Nigeria has become the third-largest market for Guinness globally, behind Ireland and the UK.
“Guinness has been part of this country for 76 years, and many consumers now see it as a Nigerian brand,” he said.
He credited the company’s growth to strong consumer ties and adaptive strategies that have kept it competitive.
“We have remained consistent in understanding and evolving with our consumers, which continues to drive our growth in Nigeria,” Kabra added.
According to him, Guinness Nigeria continues to leverage football partnerships, including the Premier League and Arsenal FC, to deepen consumer engagement through its “Match Day” activations.
“Football is a potent cultural platform for us. Through partnerships, we engage with consumers beyond our product,” he said.
Kabra added 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.
Also speaking, Mr Rotimi Odusola, Corporate Relations and Legal Director, Guinness Nigeria, 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 noted that the company was among the first firms certified under the Corporate Governance Rating Scheme of the Nigerian Exchange Ltd. (NGX).
“We take compliance seriously, and that is why we continue to be recognised for strong governance practices in the capital market,” he added.
On social responsibility, he said 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,” Odusola said.
In her remarks, Mrs Ayodeji Ajibola, Human Resources Director, Guinness Nigeria, said the company was investing heavily in talent development and organisational culture.
“Our people are at the centre of our transformation. We are deliberately investing in skills, leadership and performance culture,” she said.
Ajibola said that sales upskilling programmes resulted in an 11 per cent increase in salesforce productivity and a 21 per cent rise in redistribution growth.
She added that the company 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 noted that the company recently introduced a “Voice Up” initiative to strengthen inclusion and provide a safe channel for reporting workplace concerns.
She stated that the initiative seeks to ensure all voices are heard and respected, reinforcing trust within the organisation.
