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Context/Scope
In January 2012, Diageo purchased the Meta Abo Brewery, formerly a state-owned business based in Sebeta, with a rich history in Ethiopia and a historic market share of 50%.
Diageo’s spirits brands have been enjoyed in Ethiopia since 1955, with Johnnie Walker and White Horse being the preferred whiskies of choice for most Ethiopians. With a broad portfolio of international spirits brands, such as Smirnoff Vodka, Baileys and Captain Morgan, the addition of Meta ensures Diageo’s position as the leading total beverage alcohol business in Ethiopia.
Since acquiring the Meta Abo Brewery, the team in Ethiopia has worked hard to define the positioning of the brand, invest in marketing activities and build new commercial teams. With this increased investment behind capacity expansion and recruitment of a highly skilled sales force, Meta Classic, Meta Premium and Malta Guinness are enjoying their highest ever rates of sale.
Diageo continues to invest in the communities in which it operates. In Ethiopia:
•21 Water of Life projects have become operational over the past 7 years and an additional project started in the southwest region of Ethiopia in 2013. We work in partnership with NGOs and the government to ensure over 45,000 Ethiopians have access to clean drinking water and basic sanitation;
•We work closely with small holder farmers of Ethiopia to source barley locally, thereby reducing imports and improving the livelihoods of small holder farmers in partnership with regional agriculture bureaus and the Agriculture Transformation Agency; and
We promote responsible drinking with our world-recognized DrinkIQ programme and ensure that consumers enjoy Diageo brands in a way that reflects both our values and purpose – Celebrate Life Everyday Everywhere.
Key Accountabilities:
• Increased Distribution & Rate of Sale in identified TLA/RLA accounts
• Conduct comprehensive trainings, tastings, dinners, across the Reserve Portfolio for internal and external customers and targeted consumers
• Execution of Reserve On-Premise activity
• Prospect and build strong relationships with Influencers , while nurturing current relationships
• Continually re-evaluates current Reserve accounts and helps acquire new accounts based on market trends
• Inspires consumers, customers and trade to advocate Reserve brands
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