Growing affluence in Africa is paving the way for a burgeoning luxury dark spirits market among the continent’s elite

It’s why prestigious brands, such as Johnnie Walker, The Macallan and The Dalmore, are flocking to Nigeria and South Africa where they know their products will be enjoyed in surroundings befitting the brand.

Indeed, speaking at this year’s Africa Luxury Forum, Diageo’s Jane Birkin who heads up Diageo Reserve told delegates that during 2015, Africa saw the second fastest growth of ultra-highnet-worth individuals.

“We passionately believe that our Reserve brands can lead the way in luxury drinking experience across the continent and shape the future of the luxury spirits industry in Africa,” she told the conference.

Diageo Reserve, the luxury division of Diageo which also includes Johnnie Walker, Cîroc and Don Julio in its stable, experienced a 26 per cent growth in the African region in 2015, while the spirits market overall, particularly in Nigeria, has increased by six per cent every year since 2007, according to the International Business Review. It is a testament to the growing demand among wealthy Africans and their thirst for premium-range spirits.

Read the rest of the article in the latest issue of Elite Living Africa: 
http://www.elitelivingafrica.com/current-issue