The Scottish Africa Business Association (SABA) is delighted to announce that Diageo, one of the world's leading premium spirits and beers businesses, has become the newest business partner of SABA. This is an exciting chapter in strengthening economic, social and cultural ties between Scotland and Africa underpinned by a shared commitment to sustainability, collaboration and responsible business practices.
With deep roots in Scotland and a strong presence across African markets, Diageo is an ideal partner for SABA as it shares its proud Scottish heritage and long-standing commitment to African markets, where it has been part of the communities in which it operates for decades.
Diageo works across Africa and its best-selling brands include Tusker, Guinness Foreign Extra Stout, Harp Lager and Uganda Warangi, many of which are produced in-country and highlight Diageo’s significant presence and diverse product portfolio across the African continent.
10% of all Diageo net sales are generated in Africa across 12 breweries with 80% of its ingredients being locally sourced. With more than 100 brands on offer, consumers in Africa can choose from a variety of drinks for all occasions and while beer has always been a bastion of its offering, spirits and other locally produced drinks are ever-growing in popularity.
SABA’s Chief Executive, Frazer Lang, added: “Joining SABA marks another milestone in the rapidly expanding opportunity for partnership between Scotland and Africa. Diageo brings a depth of experience in reaching and connecting with communities, driving innovation and building sustainable supply chains. SABA is keen to support Diageo’s ‘Spirit of Progress’, the company’s ten-year action plan to help create a more inclusive and sustainable world. As part of this plan, the company is committed to having a positive act on Africa, on the people, the environment and its future.”
SABA will support Diageo in engaging with African governments and policymakers, advocating for its role in contributing to economic growth and public health initiatives as promoting responsible drinking requires cultural sensitivity and alignment with government and community priorities.
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