Diageo Plc, a renowned global beverages company, has revealed its plans to establish the Africa Digital Hub in Kenya, aiming to expedite its digital transformation efforts. This hub, which will be situated at EABL headquarters in Nairobi’s Garden City Office Park, is a collaborative service intended to facilitate the swift implementation of digital capabilities throughout Africa.

Under the leadership of Ms. Waithera Kabiru, former Head of Media Futures at EABL, the Africa Digital Hub will cater to Diageo’s key markets in Africa, including Nigeria, South Africa, Ghana, and Kenya. This decision further solidifies Kenya’s prominent status as a technology leader in Africa, bolstered by the emergence of a more prosperous middle-class population.

This initiative coincides with Kenya’s growing recognition as a favored hub for innovation among global tech giants, primarily due to its widespread mobile usage, technological advancements, and the rise of its middle-class demographic. A recent white paper released by Visa indicates that e-commerce has been experiencing exceptional growth rates worldwide and is projected to reach a global market value of $7 trillion by 2024. In 2020, EABL successfully launched its direct-to-consumer e-commerce platform, ke.theBar.com, and plans are underway to expand its availability to other African markets.

During the launch of the Hub, Susan Jones, Diageo’s Global Digital Transformation Lead, emphasized the significance of this pioneering endeavor. She stated that the hub, the first of its kind in the region, aligns with Diageo’s digital vision of “captivating and enchanting consumers with exceptional experiences across all physical and digital interactions, thus securing our position as the preferred choice for the next generation’s celebrations.”