Diageo plc is a British multinational alcoholic beverage company, with its headquarters in London, England. It operates from 132 sites around the world. It is a major distributor of Scotch whisky and other spirits. Distilleries owned by Diageo produce 40 percent of all Scotch whisky with over 24 brands, such as Johnnie Walker, J&B and Buchanan’s. Its leading brands outside whisky include Guinness, Smirnoff, Baileys liqueur, Captain Morgan rum and Tanqueray and Gordon’s gin. Diageo has a primary listing on the London Stock Exchange and is a constituent of the FTSE 100 Index. It has a secondary listing on the New York Stock Exchange as American depositary receipts.
Relationship Diageo and SBL
Diageo’s Influence: Through its majority ownership in EABL, Diageo has a significant influence on SBL’s operations and brand portfolio. Distribution and Production: SBL serves as a key distributor of Diageo’s international brands in Tanzania. Additionally, some of Diageo’s spirits are produced locally at SBL’s facilities.
SBL was incorporated in 1988 as Associated Breweries Limited and changed its name to Serengeti Breweries Limited in 2002 and commenced commercial operations in 1996 with one brewery in Dar es Salaam. The company was acquired by EABL in October 2010 and has three breweries located in Dar es Salaam, Mwanza and Moshi. SBL flagship brand is Serengeti Premium Lager. Other brand portfolios include Guinness and Plisner. Headquartered in Dar es Salaam, SBL is also the distributor of several global Diageo international renowned spirit brands such as Johnnie Walker®, Smirnoff Vodka®, Bailey’s Irish Cream ®, Richot®, Bond 7 Whiskey® and Gilbeys Gin®.
