Africa To Come Into Greater Focus For Diageo Following Meta Abo Acquisition

Representing a step forward for its ambitions to build extensive scale across Africa, UK alcoholic drinks producer Diageo has closed the acquisition of Meta Abo, which is the second largest brewer in Ethiopia, for US$225mn. As Diageo looks to leverage on its enhanced scale and Meta Abo's massive brand appeal in pursuit of market share, competition in the Ethiopian beer market is set to intensify going forward. Boasting highly favourable demographics, low per capita beer consumption and strong economic growth rates, Africa remains a hugely appealing market to Diageo, and its reasonably strong expansionary capacity should lend some support towards fulfilling its regional ambitions.

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