‘Diageo develops brand ambassadors for Spirits in African markets’

Why are you in Nigeria?

I am in Nigeria to create more awareness about our portfolio of products. I am here to work with bartenders and bar owners to upscale their skills. The objective is to help bring the level of service and standard to much higher level. What we want to achieve is for the bartenders to make better drinks. We believe that better drinking with better brands is the future. If you don’t upscale the bartenders, especially in region like Africa, then our brands would not be well represented. It is about bringing better drinking culture globally. At Diageo, we feel it is our responsibility to help people drink better around the world.

It is believed that you are doing this because Africa is now and Africa is future

There is growing emerging middle class here. It is also a great opportunity for our reserve brands at top end. We see a great opportunity here as Africa is most exciting region in the world right now, and that is why I come to work in Africa as I truly believe this. Africa is incredibly diverse and a wonderful place to be.

Experience with the bartenders so far?

The experience is fantastic. The bartenders were of much higher level than I expected. There were insightful questions. Every market I go to I have to tailor my presentations differently and what works for the market. In Nigeria, there is a lot of passion and a lot of excitement and willingness to learn. There is taste for knowledge among the bartenders. Unfortunately, there was no much education for them. I see the industry as enormous in the next 10 years. The training is also important because Nigeria is Diageo biggest market. We also believe that there is a huge potential for spirit market in Nigeria.

Do you have the strategy to develop the train the trainers or you want to be flying down to Africa often?

That is the plan. We are developing brand ambassadors for each market. This means Nigeria will have its brand ambassador, so also other markets such as Ghana and Cameroon, South Africa already has three. I will continue to travel through the region, but I will be supported by local brand ambassadors. Developing the different market ambassadors is in progress, and it is market by market.

Could you compare the markets in the countries you visited with Nigeria in terms of spirit market?

Each country has been different from the others. South Africa is good and there is high level of bartending and skills, and it is a big market for us. Ghana is very chilled out but lovely people and great potential, and a very safe place. For Nigeria, it is a huge and important market in Africa for us and full of energy. The people are full of energy.

What inspired you into being brand ambassador for Diageo spirits?

In 2005, I ran a beach resort in the UK. Later, I decided to live life to the fullest and live my dreams. I moved to New Zealand and became a bartender. I won a lot of competitions. Moved to India to work with a a famous hotel, and from there Diageo asked me if I was interested in joining it as brand ambassador, and it was the reserve portfolio. I went in because it is the preferred portfolio in the world, covering all categories of spirits. And in each industry, it is a leading brand.

Globally, brand ambassadorship has become a big industry, what is your view?

There are different kinds of brand ambassadors. I am industry expert, a kind of brand ambassador, so I come with the expertise and knowledge of the brand and cocktail expertise.

DANIEL OBI