Castel will take over the production and nationwide distribution of Guinness in Cameroon under a licence and royalty agreement.
Diageo says the sale will help it address capacity constraints it is experiencing for Guinness in the country: providing a ‘robust platform’ for Guinness expansion in both production and distribution via Castel’s five brewing sites and their national distribution network.
Selling Guinness Cameroon is an illustration of Diageo’s ‘flexible, asset-light beer operating model’ that focuses on local conditions to create greater efficiency and profitability, says the company.
Dayalan Nayager, President Diageo Africa, said: “Guinness has outgrown its existing brewery in Douala as a result of its strong performance. Under this new agreement, the brand will have both expanded brewing capacity and distribution. It will remain part of the global Guinness family through direct marketing oversight. We look forward to unlocking even greater potential through this agreement with Castel, ensuring we continue to have great tasting Guinness across Cameroon.”
Guinness marketing in Cameroon will continue to be managed by the Guinness Global Brand Team, who will set strategy with dedicated Diageo resources in market working alongside Castel.
Gil Martignac of Castel noted: " The planned acquisition of Guinness Cameroon marks a new milestone in Castel’s development, both in Africa and in Cameroon where it has been recognised as an economic player for many years through SABC.
“This acquisition expands the company's portfolio in the strategic stout market and strengthens its historical partnership with Diageo in many other markets. Guided by its entrepreneurial spirit, Castel continues its growth momentum and its commitment to promoting the economic and social vitality of Cameroon and the African continent."
The transaction is expected to complete in the first half of fiscal 2023, subject to regulatory clearances.