A global player in premium spirits, Diageo, has partnered with Celebr-8 Lyfe (a Tolaram Company) to enhance the availability of its iconic brands in Nigeria.
This is following the sale of Diageo’s majority shares in Guinness Nigeria to Tolaram.
In a statement on Thursday, it was noted that the partnership combined Celebr-8 Lyfe’s robust distribution network and brand-building expertise with Diageo’s portfolio of world-class portfolio.
The aim, according to the statement, is to redefine the Nigerian spirits market by making high-quality international brands accessible to Nigerian consumers.
“This partnership marks a milestone in how Nigerians experience quality spirits and does not only promise to meet consumer demand for globally renowned brands but also aims to raise the standards of market service and brand interaction nationwide.
“We are thrilled to partner with Celebr-8 Lyfe, whose local expertise complements Diageo’s vision for growth in Nigeria,” said Kavita Hans, General Manager, Diageo West and Central Africa.
He added, “Our goal is to connect with more Nigerian consumers, through our exceptional brands, such as Johnnie Walker, Don Julio, Tanqueray, Singleton, Ciroc, Baileys, Black & White, Ketel One, Smirnoff, Gordons, and Zacapa. We will do this whilst contributing to sustainable growth in the market.
“Together, we are positioned to set new benchmarks for excellence and consistency in the Nigerian spirits industry. This collaboration also provides economic benefits, as the strengthened supply chain and market innovations support job creation and industry development within Nigeria.
“The synergy between Diageo’s commitment to quality and Celebr-8 Lyfe’s dedication to efficient distribution and brand execution ensures a premium consumer experience, from product availability to brand interaction.”
According to the General Manager, Celebr-8 Lyfe, Shobhit Jindal, the partnership aligned perfectly with the company’s mission to bring the best of global brands to Nigerian consumers.
He said, “We are excited to work with Diageo to deliver on our shared vision for premium quality and market growth.
“The partnership reflects both companies’ dedication to a progressive, high-standard market environment in Nigeria and reaffirms Diageo’s commitment to long-term growth in Africa.
“The first wave of brand rollouts under this partnership will begin this quarter.”
