French beverage giant Castel Group has acquired Diageo Plc’s 80.4% stake in Guinness Ghana for $81 million, valuing the company at $104 million. The deal strengthens Castel’s footprint in West Africa as Ghana emerges from a debt crisis.
Diageo will retain ownership of the Guinness brand and other Diageo products made by Guinness Ghana. These products will continue to be produced under a long-term license and royalty agreement. This aligns with Diageo’s shift to an “asset-light” beer model, allowing it to focus on brand strategy while outsourcing operations.
Castel, which acquired Guinness Cameroon in 2022, expands its West African presence with this deal. The transaction follows Diageo’s sale of its stake in Guinness Nigeria to Tolaram in 2024.
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Key Takeaways
Diageo’s latest divestment in Ghana highlights its strategic shift towards an asset-light model in Africa. The company is offloading brewery operations while retaining brand control through licensing agreements, a move aimed at improving efficiency and profitability.
Africa remains a key market for Diageo, but instead of direct ownership, it relies on established local partners like Castel and Tolaram to manage beer production and distribution.
This approach mirrors broader trends in multinational investment, where firms streamline operations while leveraging regional expertise. The deal reinforces Castel’s dominance in West and Central Africa’s beverage industry.
As Ghana stabilizes economically, the acquisition positions Castel to benefit from potential consumer spending growth in the region’s beer market.
