Diageo Great Britain (GB) has made two popular Guinness® variants, Nigerian brewed Guinness® Foreign Extra Stout and non-alcoholic Malta Guinness®, widely available in the UK through its growing ongoing partnership with Surrey based distributor, Kato Enterprises.
Demand for Guinness Foreign Extra Stout is growing in the UK and is currently in 40% value growth in Independents* and 20.5% value growth in Multiple Convenience**. In total off-trade the variant is in 10.2% value growth and owns more than 3% share of the Stout segment***.
To reflect the growing demand, Diageo GB and Kato Enterprises will be offering bigger and better distribution of the Nigerian brewed variety, as well as popular Malta Guinness, throughout the UK. Investment will also be made in trade promotional support to help drive incremental sales.
Guy Dodwell, Channel Director, Route to Market and Convenience at Diageo comments: “Nigerian brewed Guinness and Malta Guinness have seen a strong rise in popularity since they were first introduced in the UK and we are delighted to have Kato Enterprises on board to make them more widely accessible to retailers. With strong expertise in supplying African Caribbean beverages, we are confident Kato will help us grow the variants further.”
Kayode Toyinbo, MD at Kato Enterprises says: “Our partnership with Diageo GB has been very rewarding over the years and we are pleased to be able to offer an improved product supply and excellent service to our trade customers. We are committed to delivering our mission to ‘share the taste of the world with exciting products and partnership’ and our goal is to ensure Diageo GB brands from Africa are well represented in the World Food category in the UK.”
* AC Nielsen MAT % change to 04/02/12 Independent off-trade
** AC Nielsen MAT % change to 04/02/12 Multiple Convenience off-trade
*** AC Nielsen MAT % change to 04/02/12 Total off-trade
Kato Enterprises Ltd
Tel: 0208 688 0287