Guinness launches new beer for Africa

Diageo’s growing interest in the African market has led to the launch of Guinness Africa Special, a new beer made using a “blend of African extracts”.

The new Guinness is being billed as the first innovation for the brand in Africa in over 10 years.

The potential for tapping into the rocketing numbers of coming-of-age drinkers in the continent is of huge interest to Diageo, which is investing heavily in the market.

Chris Laidlaw, Global Marketing Manager, Guinness, commented:  “Modern Africa is filled with an unprecedented energy and creativity – the new generation of drinkers are forging their own paths and identities.”

The new beer is accompanied by an ad campaign headlined by the same “Alive Inside” motif used by Guinness in Western markets in recent years.

Following the launch of Guinness Africa Special in Nigeria, the variant will be rolled out across the continent.