More than 200 years after coming to Africa from its homeland, Dublin, Ireland, the iconic Guinness dark stout has become beloved all over Africa. Here’s why.
Coming to Africa from Dublin
In 1803, Guinness’s son and heir, Arthur Guinness II, took over the family brewery in faraway Dublin. He looked beyond Ireland’s borders and followed the trade routes of the British Empire to expand the Guinness market. Following these transatlantic routes, the first barrels of Guinness would reach what is now Sierra Leone in 1827.
The beer was initially shipped as “West Indies Porter.” The Porter had a higher hop content and stronger alcohol levels than regular Guinness. This special formulation prevented the beer from spoiling during the lengthy journeys across the Atlantic. And as the British Empire expanded its colonial presence across Africa throughout the 19th century, Guinness followed. Wherever British soldiers and administrators went, crates of the dark stout followed them closely.
Staying Behind After Independence
Nigeria gained independence from Britain in 1960, and remarkably, just two years later, the first Guinness brewery outside the United Kingdom and Ireland opened in Ikeja, Lagos. Guinness owned 60%, while UAC, who distributed the beer, owned 25%. The rest went to local Nigerian interests. This move was driven by business savvy and cultural sensitivity that would remain permanent features of Guinness.
It was clear that despite the end of colonial rule, certain aspects of British influence, including the beer, had become deeply integrated into local culture. And Guinness thought to carry this forward.
This Lagos brewery began a new chapter in Guinness’s journey on African soil. Rather than simply importing bottled Guinness from Dublin, it began producing the beer locally. The venture was an immense success. It would inspire additional breweries across the continent, including the first in Cameroon in 1970. Today, Guinness has 13 breweries across Africa where it employs thousands of local workers and incorporates local ingredients.
A Different Kind of Guinness: Foreign Extra Stout
The Guinness consumed in Africa is different from what you’d find on tap in Dublin or London. First, known as “Foreign Extra Stout,” it’s a direct descendant of the original “West Indies Porter” that had first made the journey to Africa in the 1820s. At 7.5% alcohol by volume, Foreign Extra Stout packs significantly more punch than the 4-5% found in traditional Guinness draught. This higher alcohol content, which was originally designed to help preserve the beer during long sea voyages, has become part of its appeal.
The recipe differed significantly as well. Instead of barley, African-brewed Guinness typically uses locally-grown maize or sorghum, grains that have been brewed traditionally in Africa. This substitution, compelled by the 1985 ban on barley imports, had a more bitter taste compared to barley-based versions. It, however, resonated with its market.
Despite these differences, the beer stays authentic to the Guinness taste. Guinness has used a special flavour extract, since the 1960s, which it calls a “concentrated essence.” The extract is brewed in Ireland to ensure that all Guinness worldwide maintains a consistent flavour profile. This attention to detail has helped create a product that feels both authentically “Guinness” and at the same time, African.
Masters of Advertising
To be sure, Guinness’s dominance in African markets didn’t happen by accident. The company displayed remarkable cultural sensitivity and marketing ingenuity to position itself as not just an imported luxury but as part of African identity and aspirations.
The 1960s saw the introduction of one of Guinness’s most successful African advertising slogans: “Guinness gives you power.” This straightforward message was a variation on the European slogan “Guinness for Strength.” It resonated deeply in newly independent nations trying to find their own identities. The ads emphasised that strong, hardworking men drink Guinness after a long day’s work. It connected the stout to ideas of masculinity, success and vitality.
In the late 1990s and early 2000s, the stout revisited this theme with its revolutionary “Michael Power” campaign. This fictional character, portrayed as a sort of African James Bond, became a cultural phenomenon across the continent. Through television and radio commercials, Michael Power would embark on adventures, save the day and conclude with the catchphrase: “Guinness brings out the power in you!”
The campaign’s genius lay in its creation of a pan-African hero who lacked specific ethnic affiliation, which allowed him to appeal across tribal and national boundaries. In 2003, it even released a feature film, Critical Assignment, which starred Michael Power. The film addressed issues of political corruption and clean water access. Its more recent campaigns like “Black Shines Brightest” continue this tradition of celebrating African creativity and cultural achievements.
Beyond Beer: Guinness’s Social Impact
Guinness’s relationship with Africa extends beyond commerce. The company has established deep community ties through various social initiatives. In Nigeria, Guinness built an eye clinic in Kaduna in 1962 that was later expanded into a comprehensive eye hospital. It revamped the Eye Centre in Onitsha and runs eye clinics in LUTH and NAUTH among many others. The company has continued this tradition of social engagement, including providing clean water to over 500,000 people through its “Water for Life” scheme and creating scholarship programs for engineering students.
The company has also worked to integrate local talent into its management structure. In the early 1970s, as African nations began implementing “indigenization” policies requiring foreign companies to include local management, Guinness responded by training Nigerian personnel for leadership positions. This adaptation to post-colonial politics helped cement Guinness’s position as not just a foreign import but a company with authentic African roots.
The Secrets to Guinness’ Success In Africa
First, there’s Guinness’ adaptability to its markets and willingness to modify its product to suit local tastes and ingredients while maintaining its core identity. The use of sorghum and maize instead of barley represents not just a practical adaptation to import controls imposed on companies during a period of economic instability, it was respect for local agricultural traditions. The import controls of the 80s led to the demise of powerful brands like Kingsway, but Guinness was able to adapt and survive.
Second, Guinness is the master of marketing. Its marketing consistently struck a balance between aspiration and accessibility. It often positioned itself as premium without being exclusive and crafted its image to be associated with strength and success rather than foreign luxury. “Particularly for younger generations, certain beers are very fashionable, and this means that packaging and labels have to look the part in order to maintain their market share with high-end looks.” These were the words of Giancarlo Rossetto, Vice President, Sales and Marketing, AR Metallizing at Guinness.
Because Guinness is sold in bottles in Africa, Guinness uses its Africa Special, a very cheerful, colourful label that plays off the dark background of the beer bottle. Guinness always tried to retain their iconic harp, the brand’s emblem, in gold. It partnered with AR Metallizing to produce its hard its iconic harp in gold colour on metallized paper.
“In African countries where such qualities are valued by consumers, retaining the gold look of the harp was key. At the same time, label quality, technical characteristics of the lael substrate, cost-effectiveness and experience in the wet-strength label sector were also considerations for Guinness, who wanted to work with a trusted partner.” This was the logic behind the label innovation, according to Giancarlo Rossetta.
Above other explanations that can be given for its success in Africa, the ultimate one is that Guinness makes the best of stout with strong, distinctive and flavourful taste.
The Future of Africa’s Black Gold
Guinness’s relationship with Africa continues to evolve. Between 2020 and 2021, the company’s sales across Africa rose by an impressive 32%. The continent now rivals the UK in stout consumption, with Africa long surpassing Ireland as the second-largest market for Guinness worldwide by 2007. It had surpassed the UK market only three years earlier. Other companies have attempted to challenge Guinness’s dominance. For instance, Nigerian Breweries introduced Legend Extra Stout in 1992. But none have managed to dethrone the master.
The story of Guinness in Africa is the perfect lesson in how to create something new that honours both its origins and its adopted home without compromise.
