Diageo, the world’s largest producer of spirits and a major player in beer and wine, continues to showcase its ability to not just target and establish strong positions in new markets but to invest in ways that allow it to dominate them.  Guinness Nigeria’s Orijin brand is a prime example.

Over the years, Diageo seeded Nigeria and Africa, more broadly, with many of their well-known global brands.  But, true to what they have done in other markets and categories, Diageo also knew that, to win, they needed to continue to invest in the market with an offering uniquely suited for this region of the world...