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Diageo To Increase Consumer Insight in Africa

The world’s largest premium drinks company, Diageo has paired up with UK research firm Join the Dots to increase consumer insight in Africa.

Join the Dots will ensure that Diageo’s trade presence in Africa grows beyond the +2% overall net sales in Africa as reported in the company’s most recent interim results. The key target markets are Nigeria, Kenya, Ethiopia, Ghana, and Cameroun.

“Africa represents a huge market opportunity for Diageo,” Gavin Holt, senior client director at Join the Dots said.

“It has 54 countries and a population of more than one billion people, a lot of which are between the age of 18-24.

“The research strategy has been to go straight to the mobile community to gain data insights and uncover drinking habits, bar trends and prime target ages.

“One of the issues which Diageo faces in Africa is that local brands can advertise and even launch a product in around three months, which makes it difficult for Diageo to stay on top of trends and insights.”

Join the Dots’ mobile research will look into people’s drinking habits, product testing, concept testing and bar visits. The results of the research are designed to help Diageo better understand young adult African lives in order to make better business decisions steeped in the local culture.

“The main focus for Diageo is on beer, whilst also exploring the RDT and whisky markets,” Holt added

“All research projects are designed with the intent of collecting natural behaviors and feedback, ensuring it’s also engaging for this hard to reach audience.”

A symbiosis of innovative technology and imaginative approaches have been put to use by Join the Dots in helping Diageo get closer to their African consumers more than ever before.

Diageo has within its purview premia brands like Johnnie Walker whiskey, Ciroc vodka, and Baileys Irish Cream, which are among the leading products in the African market. In Nigeria, they are the parent company of Guinness Nigeria Plc.

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6 Drinks You Missed From “The Wedding Party” Movie

Johnnie Walker and Baileys - The Wedding Party |

Kemi Adetiba‘s The Wedding Party will go down as one of the most iconic Nollywood films of all time, maybe not in terms of its artistry, but surely for its huge commercial success.

The romantic comedy, which premiered in Nigerian cinemas on Friday, December 16, 2016, has raked in a record N450 million from the box office. That is almost half a billion, and certainly the highest grossing Nollywood movie of all time.

However, while you may have enjoyed the comedy and drama, there are certain things your eyes missed and among them were some premium drinks on display.

Nigerian weddings are never lacking with assorted drinks to go with the rich menu of food. In very many cases, it is the drinks that make the party.

How do we know? supplies the drinks to these parties.

So here are five drinks you missed from The Wedding Party:

Bollinger Champagne

Bollinger - The Wedding Party | Champagnes are ever present at weddings – and The Wedding Party did well to sample one of the premium sparkling wines from the Champagne region of France.

Founded in 1829 in Aÿ by Hennequin de Villermont, Paul Renaudin and Jacques Bollinger, the “Bolly” is a classic, Pinot-filled champagne with an amazing taste and quite the special choice for making toasts at weddings.


Ciroc - The Wedding Party |

The Premium vodka is an exclusive part of every elite party and The Wedding Party featuring characters from the elite class, you sure bet Ciroc was there, or maybe it’s just because Banky W, the brand ambassador is a leading cast.

Not very present though, but it sat right at the middle of the ‘In-Laws’ table.

Johnnie Walker & Baileys

Johnnie Walker and Baileys - The Wedding Party |

The two were visually seen together in the movie. Rumours has it that they were yet to be opened as at the time of this report.

Well, that is the more reason you should be opening them at your own event soon.

Guinness Stout

Guiness Stout - The Wedding Party |

Just in case you missed it, it was there visible at the scene where Afeez Oyetoro’s character and his family were wondering what food the continental dish they got served was.


Snapp - The Wedding Party |

Ladies love to snap, or is it ladies love the Snapp? For a romantic comedy which ladies love a lot, this drink had no right to be missing, neither have you any right to have missed a sight of it.

Now that we have told you what drinks you missed from the record-breaking film, ensure to do yourself the favour of having your own party, be it a wedding or not, and have these premium brands there too.


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History of Diageo

history of Diageo |

Diageo History

Diageo plc is a British multinational alcoholic beverages company headquartered in London, England. It is the world’s largest producer of spirits and a major producer of beer and wine.

Diageo’s brands include Smirnoff (the world’s best-selling vodka), Johnnie Walker (the world’s best-selling blended Scotch whisky), Baileys (the world’s best-selling liqueur) and Guinness (the world’s best-selling stout). It also owns 34% of Moët Hennessy, which owns brands including Moët & Chandon, Veuve Clicquot and Hennessy. It sells its products in over 180 countries and has offices in around 80 countries.

Diageo is an invented name that was created by the branding consultancy Wolff Olins in 1997. The name is composed of the Latin word “dia”, meaning day, and the Greek root “geo”, meaning world, and is meant to reference the company giving pleasure every day, everywhere.

Diageo was formed in 1997 from the merger of Guinness and Grand Metropolitan, under the authorization of Guinness’s Philip Yea and Anthony Greener, along with Grand Metropolitan’s John Mcgrath and George Bull. Shares in Diageo began trading on the London Stock Exchange on 17 December 1997.

Diageo owned Pillsbury until 2000 when it was sold to General Mills. In 2002, Diageo sold the Burger King fast food restaurant chain to a consortium led by US firm Texas Pacific for $1.5 billion. During February 2011, Diageo acquired Mey Icki, a Turkish Liquor company for a total of $2.1 billion.

In recent years, Diageo has invested in many companies.

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Baileys Glamour Shot Recipe

Baileys |

Glamour Shot: The Perfect Baileys Cocktail for Your Oscars’ party!!

This luxurious blend of rich vanilla with the fiery embrace of cinnamon sets the gold standard for liqueurs, making this cocktail the ultimate in red carpet glamour for your Oscars’ party this year!


Preparation Time: 3 minutes

Yield: 1 cocktail (double to the measures to yield 2 cocktails)


  • 1 ounce Baileys Vanilla Cinnamon Liqueur
  • 5 ounce Goldschlager Cinnamon Schnapps
  • Goldschlager Cinnamon Schnapps’ edible Gold flakes
  • Ice


  1. Rim a shot glass with the Goldschlager Cinnamon Schnapps edible Gold flakes
  2. Pour the Baileys Vanilla Cinnamon Liqueur into a cocktail Shaker
  3. Pour the Goldschlager Cinnamon Schnapps into the cocktail shaker
  4. Place the Ice in the cocktail shaker
  5. Shake well
  6. Drain and serve in a shot glass
  7. Enjoy!!!

For more cocktail recipes and our comprehensive selection of spirits and liqueurs see our website: