We are in Nigeria for the long haul —Diageo

•Flags off World Class 2026

THE management of Diageo has assured Nigerians, especially its consumers, that the company is here to stay, despite the economic headwinds that have seen many brands relocate from the country.

The Commercial Director, Diageo West and Central Africa, Ujunwa Chukwumah, gave the assurance at the flag-off of the 2026 World Class, the global bartending competition, in Lagos.

Speaking at the media launch, marking the start of a nationwide search for the country’s finest bartending talent, Ujunwa stated that rather than relocate, the company’s focus remains on leveraging the abundant opportunities in the country to empower Nigerians and contribute its own quota to the growth of the nation’s economy.

She explained that one of the reasons Diageo is hugely involved in the bartending competition is to create a more vibrant and globally competitive bartending culture in Nigeria, with the aim of growing the entire business ecosystem in Nigeria.

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Ujunwa added that the competition, which has since started with online registration, would hold in Lagos, Abuja and Port Harcourt before the eventual winner, who would be representing the country in the global finals in Scotland, United Kingdom, would be crowned in June this year.

A key highlight of the launch was an engaging panel session hosted by Head of Customer Marketing, Diageo West and Central Africa, Anie Ekwere, featuring some of the most influential voices shaping the hospitality and beverage landscape.

The panelists explored the evolution of Nigeria’s cocktail culture, the growing influence of premium experiences, and the importance of platforms like World Class in shaping the future of hospitality across the region.

Some of the panelists included: General Manager, Celebr8lyfe, Shobit Jindal; Commercial Director, Diageo West and Central Africa, Ujunwa Chukwumah; Customer Marketing Director, Diageo West and Central Africa, Bodam Taiwo;  Hospitality Consultant, Kostantine Madi (Costa); and Beverage Consultant, Lara Rawa.