drink

From its distilleries in deepest Scotland, Diageo has got one eye on Africa. The world’s biggest drinks company has been pushing its Scotch whisky brands on the continent and its efforts are paying dividends.

Buoyed by a series of marketing campaigns featuring local celebrities – including Ethiopian Olympic champion Haile Gebrselassie – Diageo’s sales of the spirit in Africa grew by 20 per cent in the last financial year, led by its famous blended Scotch brand Johnnie Walker, which shot up by a whopping 40 per cent over the period.