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28/08/2014

Diageo targets Guinness for young Africans.

Often sold for almost double the price of local beer, Guinness—packaged in bottles as Guinness Foreign Extra Stout—has for years been a symbol of aspiration for consumers in countries such as Nigeria, Ghana and Kenya. In 2011, Nigeria overtook Ireland as the biggest single market for Guinness. Now, Diaegeo has come up with a new campaign to target younger Africans. Africa accounts for about 40% of the company's roughly $3.7 billion in annual beer sales, with the majority of that coming from Guinness in Nigeria and other parts of West Africa.

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