Diageo takes Windhoek out of Africa

Diageo has announced the roll-out of Namibian lager Windhoek in key markets, including the UK, as the group seeks to capitalise on growing demand for premium imported beers.

The move marks a significant development for Windhoek, with the arrangement meaning the beer will be brewed outside its eponymous home town for the first time in its history.

The drinks company will launch Windhoek in Kenya on 7 April, followed by Uganda and then the UK on 28 April.

Diageo is in talks with a number of retailers in Britain about stocking the brand, which will be available across both the on- and off-trades.

Windhoek is brewed by Namibian Breweries, in which Diageo holds a 15% stake. In 2009, Diageo, the world’s biggest drinks company, won the global rights to brew and distribute Windhoek outside of South Africa and Namibia.

“This is history” said Namibia Breweries chairman Sven Thieme. “In the past we’ve got licenses…but this is the first time we are giving up the licence, the first time ever that we brew Windhoek larger outside of Windhoek.

“Your own market is the most important market for the brand because if you haven’t got that under your belt you can’t look elsewhere, and I can tell you we are doing extremely well in Windhoek and we are already doing extremely well in South Africa, so we are very proud to bring the brand to Great Britain.”

Thieme has been encouraged by positive reaction to the lager during UK trials earlier this year.

“The first indications are very very positive and every single person has been involved in supporting Diageo to make this a success,” Thieme said.

Nick Blazquez, managing director for Diageo Africa, added: “The interest in these African beers, or beers from around the world is quite high.”

Windhoek will focus only on the “top end” of the beer market, retailing at around £4.29 for a four-pack in the off-trade.

According to Diageo, the beer will be distributed in 400 Tesco stores from the middle of April, followed by 1,139 grocery stores by the end of June.

In the on-trade, Diageo will be targeting high-end bars in five key cities: Glasgow, Edinburgh, Manchester, London, and Brighton.

Alan Lodge, 31.03.2010