Diageo to sell Guinness Nigeria to Tolaram

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Diageo, the foreign majority shareholder in Guinness Nigeria Plc, has agreed to sell its controlling ownership holding of 58.02% to Tolaram, a Singaporean multinational.

Tolaram will acquire Diageo’s 58.02 percent share in Guinness Nigeria and enter into long-term licence and royalty agreements to continue producing the Guinness brand, as well as Diageo’s locally manufactured ready-to-drink and mainstream spirits brands.

By acquiring 58.02 percent, Tolaram will also launch an obligatory tender offer to acquire shares owned by minority shareholders, potentially increasing the new core investor’s controlling holding.

In a regulatory filing at the Nigerian Exchange (NGX), the board of Guinness Nigeria indicated that the transaction is expected to be completed in 2025, subject to obtaining the requisite regulatory approvals in Nigeria.

“Diageo remains deeply committed to Nigeria and will retain ownership of the Guinness brand, which will be licensed to Guinness Nigeria for the long-term, enabling the next phase of growth and development of Guinness
Nigeria under the stewardship of Tolaram,” Guinness Nigeria stated.

With a five-decade presence in Africa, Tolaram is one of the largest consumer packaged goods companies on the continent and has forged joint venture partnerships with several leading consumer multinational companies.

Guinness Nigeria noted that in partnership with Tolaram, Diageo will continue to drive the brand and marketing strategy for Guinness in Nigeria, to ensure Diageo’s exceptional capabilities in brand building and innovation
continue to drive long-term growth for Guinness in Nigeria.

According to the plan, following completion of the transaction, Guinness Nigeria will remain listed on the NGX. However, recent acquisitions have led to full takeover and delisted of companies.

Chairman, Guinness Nigeria,  Omobola Johnson said the acquisition announcement represents a significant opportunity for the next phase of growth for Guinness Nigeria.

“This partnership brings together Tolaram’s deep expertise in manufacturing and distribution, and Diageo’s exceptional capabilities in brand building and

innovation. I believe this is a winning combination which leaves Guinness Nigeria extremely well placed to drive
further growth in this market,” Johnson said.

Managing Director,  Guinness Nigeria,  Adebayo Alli, described the announcement as an exciting moment for Guinness Nigeria, its employees and customers.

“I look forward to working alongside Tolaram, which is one of the largest and most respected consumer goods companies in Africa, and I am pleased to note Tolaram’s alignment with Guinness Nigeria’s values and its strong commitment to build an enduring and sustainable business,” Alli said.

Managing Director, Tolaram Africa, Haresh Aswani said the group was thrilled to welcome Guinness Nigeria, a company with such a rich legacy and strong consumer loyalty.

“This strategic move will expand our significant footprint in the Nigerian market and presents an opportunity to leverage our combined strengths to foster innovation and deliver immense value to our customers and shareholders across the nation,” Aswani said.