Guinness Ghana Breweries is a leading brewer and marketer of premium alcoholic and malt drinks in Ghana. It has the vision of being the Ghana’s most celebrated business.

Diageo Plc owns 51% Investment in Guinness Ghana Breweries Ltd and continues to invest heavily in capex, which is critical to the journey to No 1. Diageo Plc is quoted in the US and London Stock Exchanges while Guinness Ghana Breweries Ltd (the subsidiary) is quoted in the Ghana Stock Exchange.

The GGBL market is both developing and fragmented with potential widespread change taking place in the structure of the retail off-trade given the possible licensing of the FMCG retail chains.

The concentration of purchasing power amongst national accounts on / off-trade follows the global trend resulting in ever-increasing pressure on pricing, profitability and service.

Mastering of the off trade is a strategic imperative ensuring maximum influence at point of purchase in this channel.