Diageo partners Celebr-8 Lyfe to expand Nigeria’s premium spirits market

NIGERIA – Diageo, a global leader in the premium spirits industry, has entered into a partnership with Celebr-8 Lyfe to enhance the availability of Diageo’s internationally acclaimed brands across the country.

Announcing the partnership in Lagos, Kavita Hans, General Manager for Diageo West and Central Africa, described the collaboration as a milestone in making high-quality international spirits accessible to Nigerian consumers. 

According to Hans, the partnership will not only elevate the consumer experience but also improve service standards and foster greater brand interaction nationwide.

Hans outlined the economic potential of the collaboration, noting that it strengthens local supply chains, drives market innovation, and contributes to job creation and industry development in Nigeria. 

“We are thrilled to partner with Celebr-8 Lyfe, whose local expertise complements Diageo’s vision for growth in Nigeria. Our goal is to connect with more Nigerian consumers through our exceptional brands, such as Johnnie Walker, Don Julio, Tanqueray, Singleton, Ciroc, Baileys, Black & White, Ketel One, Smirnoff, Gordons, and Zacapa,” she said.

Hans added that the partnership aligns with Diageo’s focus on sustainable market growth and positions both companies to set benchmarks for excellence and consistency within the Nigerian spirits sector.

Shobhit Jindal, General Manager of Celebr-8 Lyfe, expressed equal enthusiasm for the partnership, stating that it perfectly aligns with his organization’s mission to bring world-class brands to Nigerian consumers. 

“We are excited to work with Diageo to deliver our shared vision of premium quality and market growth,” Jindal said. 

He emphasized that the partnership reflects a joint commitment to fostering a high-standard market environment in Nigeria and reaffirmed Diageo’s dedication to long-term growth across the African continent.

This development comes amid increasing demand for premium spirits in Nigeria, driven by a growing middle class and a heightened interest in lifestyle brands.

 By leveraging Celebr-8 Lyfe’s extensive market knowledge and distribution network, Diageo aims to deepen its footprint in a market considered a hub for consumer goods in West Africa.

The move mirrors recent trends in the global spirits industry, where major players are increasingly targeting emerging markets. For instance, Pernod Ricard, which owns brands like Jameson and Chivas Regal, established a local subsidiary in Kenya in 2020 to oversee operations in East Africa, including Nigeria. 

Diageo’s global outlook

Diageo, headquartered in London, is renowned for its portfolio of over 200 brands sold across more than 180 countries. 

The company has consistently pursued partnerships and investments aimed at driving sustainable growth in Africa. In recent years, Diageo has strengthened its presence across the continent, with Nigeria standing out as a key market due to its youthful population and increasing consumer spending power.

Celebr-8 Lyfe, a Tolaram Company, has similarly established itself as a prominent player in Nigeria’s fast-moving consumer goods sector. Its collaboration with Diageo marks another step in its commitment to bringing quality products to the Nigerian market.

According to the International Wine and Spirits Record (IWSR), spirits consumption in Africa grew by 8% in 2023, making it one of the fastest-growing regions globally.