The Global Brand
Brand Success
Guinness in Africa
Guinness may have been born in Ireland but there is no doubt that the brand is now a global citizen. Few people, however, recognize the long history that Guinness has had in Africa, even if they may recognize that Guinness has long been associated with an African bird, the Toucan.
The following timeline outlines Guinness' history in Africa:
1827: Guinness Foreign Extra Stout first sold in Africa (Sierra Leone). Foreign Extra Stout still represents the majority of Guinness sold in Africa with sales 50 percent stronger than Draught Guinness.
1962: Guinness first brewed in Africa (Nigeria). As Mark Griffith reports in "Guinness is Guinness" this means that, "In Nigeria, Guinness is Nigerian; just try telling them otherwise. For a start, it's brewed there by Nigerians, and has been for decades." And Guinness in Nigeria tastes different. Brewed with sorghum as opposed to barley, it has a bitter flavor loved by Nigerians.
2000-2003: Launch of locally made and inspired “Michael Power” campaign.
As a strong, confident, black hero, Michael Power epitomized the brand and Guinness sales increased 20-40 percent year-on-year in major African markets.
2004: Guinness sales in Africa exceed Great Britain & Ireland sales for the first time. Africa now accounts for 35 percent of global Guinness sales – all Africa brewed.
2007: Nigeria overtakes Ireland as the world’s No.2 Guinness market behind Great Britain.
To get a feel for how Guinness presents itself in Ireland and Africa, take a look at the following two ads: