How has Guinness maintained its position as a cultural icon while remaining relevant to new generations of Nigerians?

Guinness Nigeria has long understood that true brand strength lies in cultural connection. As a leading beverage company, we continuously seek authentic ways to engage with the diverse traditions that shape Nigerian identity.

We actively support and participate in iconic cultural events across the country, including the August Meeting and New Yam Festivals in the South East, and the Osun Osogbo Festival in the South West. With our brands, including Orijin, we celebrate and preserve local heritage while staying tuned into evolving consumer lifestyles.

By aligning our brands with deeply rooted cultural moments, we’ve built enduring affinity across generations. This commitment has embedded Guinness Nigeria in the hearts and homes of communities nationwide keeping us not only iconic, but also refreshingly relevant.

How have you evolved to connect with the next generation of Nigerians while staying true to your roots?

The beverage industry is rapidly evolving, and technology plays a critical role in driving innovation and growth.

We’ve fully embraced digital transformation as a catalyst for innovation and connection. From data-driven product development to immersive brand experiences, we are using technology to deepen engagement with our audience. This approach has powered successful new offerings like Don Royale and refreshed classics that blend contemporary appeal with trusted quality.

Our digital first mindset has helped us stay ahead of consumer trends, drive sustainable growth, and craft bold, relevant experiences. By fusing innovation with tradition, we’re bridging generations—ensuring our legacy continues to thrive with new audiences.

What has made the Guinness Nigeria trade partner relationship so unique and long-lasting over the years?

Building strong partnerships is critical to our success, and we recognise that winning for us only has meaning when our customers, consumers, community, and company are winning.

We’ve built our partnerships on mutual trust, investment, and shared ambition, with a focus on sustainability and succession planning. We’ve empowered our partners with the right capabilities, tools, and infrastructure.

Today, our trade partners are among the most profitable in the BSG subcategory. Their unwavering commitment and alignment with our business priorities have been instrumental in driving consistent, market- leading performance.

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