British multinational Diageo has promoted John Musunga to managing director for Africa, effective July 1, placing a seasoned Kenyan executive at the helm of the drinks giant’s continental operations at a time of strategic realignment.

Musunga, who most recently served as managing director for Diageo’s South, West and Central Africa business overseeing more than 30 markets, will relocate from London to Nairobi for the fresh role. 

The appointment signals Diageo’s intention to retain a regional management presence in Kenya despite a landmark agreement to sell its majority stake in East African Breweries (EABL) Plc to Japan’s Asahi Group Holdings for $2.3 billion.

Musunga, an industry veteran joined Diageo in 2021 as managing director of Kenya Breweries Limited, steering the brewer’s recovery from Covid-19 disruptions before being appointed chief executive of Guinness Nigeria in 2022, where he led a turnaround of one of the company’s largest African businesses. 

His promotion elevation comes as Diageo accelerates a continent-wide shift towards what analysts describe as an “asset-light” business model.

Since 2022, Diageo has divested operations including Ethiopia’s Meta Abo Brewery, Guinness Cameroon, its controlling stake in Guinness Nigeria to Singapore-based Tolaram, and Guinness Ghana Breweries to France’s Castel Group.

The pending EABL disposal, which includes Diageo’s 53.7 percent holding in Kenyan spirits group UDV Kenya, remains subject to legal proceedings.

Under the new structure, Diageo will continue marketing global brands including Guinness, Johnnie Walker and Smirnoff across Africa while relying on local partners for brewing, distribution and commercialisation. In East Africa, EABL will produce selected Diageo brands under long-term licensing agreements once the Asahi transaction concludes.

“His appointment underscores Diageo’s confidence in Kenya’s position as a leading regional business and financial hub, and its importance in supporting the company’s long-term ambitions across the continent,” Diageo said in a statement .

Musunga brings nearly two decades of chief executive and senior leadership experience across Africa, Europe and Asia. Before joining Diageo, he built his corporate career at GlaxoSmithKline, holding senior roles spanning commercial and public health initiatives in Kenya, Nigeria, Belgium and South Africa. He holds an MBA from Alliant International University and an undergraduate degree from the University of Nairobi.

In his new capacity, Musunga will lead the next phase of Diageo’s growth across the continent, focusing on accelerating innovation, strengthening consumer connections and advancing the company’s stated ambition to create “lasting economic and social value” in African communities. Africa accounts for approximately 9 percent of Diageo’s global net sales .

The appointment comes as interim chief executive Nik Jhangiani has signalled the company’s intent to make “substantial changes” to its product portfolio through disposals of non-core assets, with a target of returning leverage to a range of 2.5 to three times.

Musunga previously served as a non-executive director at EABL until March 2025.

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