O’Keeffe has been in Diageo for over 20 years. He will replace Seni Adetu who has been the MD/CEO of Guinness Nigeria since May 2012. His main task will largely focus on developing a solid strategy aimed at capturing the beverage market which is overwhelmingly dominated by the Heineken owned Nigerian Breweries.
Although Guinness Nigeria performed badly in the last year, with overall volumes sliding by 9 percent and net sales falling by 14 percent, it remains confident of achieving stronger growth figures in the coming years, in what is considered a very competitive beer market.
Guinness credits Adetu for successfully
completing its capacity expansion project – which the outgoing CEO says the company has spent over N52 billion ($313 million) to implement – and the commencement of a major transformation in the company’s route-to-consumer initiative.
“In the period, we have won the Advertisers Association of Nigeria (ADVAN) award for best beverage innovation in Nigeria in 2014 with Orijin, and sustained Guinness Nigeria’s long-standing position as one of the most reputable companies in Nigeria,” the company said.
Adetu will now report to Nick Blazquez, President Diageo Africa and Asia, starting from January 2015. Before then, he will work alongside O’Keefee until the end of the year to ensure a smooth take over.
John O’Keeffe is currently the Global Head of Diageo Innovation as well the Beer & Baileys chief. He has also been a board member for the past two years.
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