John O’Keeffe on how Diageo had to rely on off-trade market during the pandemic

John O’Keeffe on how Diageo had to rely on off-trade market during the pandemic

The COVID-19 pandemic shifted the focus of the leader in the African beer market towards delivery applications. It’s also now seeking to position itself with new audiences.

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            ▪ John O’Keeffe on how Diageo had to rely on off-trade market during the pandemic

▪ The COVID-19 pandemic shifted the focus of the leader in the African beer market towards delivery applications. It’s also now seeking to position itself with new audiences.

https://www.africabusinessplus.com/en/807094/john-okeeffe-on-how-diageo-had-to-rely-on-off-trade-market-during-the-pandemic/

“The African off-trade market is not as developed as elsewhere. In Kenya, for example, 95% of sales are made on-trade. Our ability to absorb the shock of the pandemic has been limited,” conceded John O’Keeffe, Africa boss of Diageo and global director of the beer business.

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