The strategic transaction, which received final regulatory approval last week, marks a shift in Ghana’s beverage industry and further deepens Castel’s footprint across Africa.

The deal, announced on July 3, 2025, was described by both parties as a transformative partnership that reflects a shared ambition to grow the Guinness brand and enhance Guinness Ghana’s long-term role in the country’s economy.

Under the agreement, Castel now assumes operational leadership of Guinness Ghana, leveraging its extensive distribution network and regional expertise. However, Diageo retains ownership of key brands such as Guinness, Malta Guinness, Orijin, Smirnoff Ice, and Alvaro. These will continue to be brewed and distributed in Ghana under a long-term licensing and royalty arrangement with Castel.

“This transition affirms Castel’s belief in Ghana’s long-term economic potential. With our heritage and extensive distribution network, we are committed to enhancing Guinness Ghana’s operations and building on its strong foundation,” said Gregory Clerc, Castel Group CEO. “Ghana is now Castel’s 22nd market in Africa, and we are proud to deepen our footprint with this acquisition.”

The acquisition follows Diageo’s broader strategy of adopting a flexible, asset-light operating model in its beer segment. This approach enables the company to focus more on brand building and innovation, while relying on regional partners like Castel for local manufacturing and distribution scale.

Dayalan Nayager, President of Diageo Africa, noted, “Guinness Ghana is performing strongly powered by a fantastic team of people. Through this transaction, I look forward to the Guinness brand continuing to thrive and delivering further growth. I am excited to extend our partnership with Castel, a long-term partner in the region with a proven track record.”

The companies assured that there would be no disruption to operations, with Guinness Ghana continuing to function under its current structure. All employees will remain in place under existing terms, and the company will retain its listing on the Ghana Stock Exchange. Castel also pledged to uphold employee contracts and strengthen local engagement.

“This milestone signals confidence in Ghana’s future and the enduring strength of the Guinness brand,” the joint statement read.

The deal comes on the back of Diageo’s recent divestments across Africa, including Guinness Nigeria to Tolaram and Guinness Cameroon to Castel. Diageo continues to maintain a broad presence on the continent, with operations in 34 countries through East African Breweries Limited and Diageo South West Central, and a strategic distributor network.

For Castel, this acquisition is a bold step forward. “It reflects our ability to go where we are least expected, exploring new horizons on a continent full of opportunities,” Mr Clerc added.