Peter Ndegwa becomes the first African to head Diageo in Russia and Europe


For the first in the history of Diageo plc. Peter Ndegwa will be the first African to be at the helm of company’s business operations in Continental Europe and Russia as General Manager a role he assumed in July.

Peter takes up his new role in Amsterdam, Netherlands after serving as the chief executive officer of Guinness Nigeria Breweries for a period of three ears which saw the company boost its sales by a huge a margin.

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The growth according to Ndgewa was attributed to the diversification of products and inclusion of other sources of raising finances.

“I was charged with the role of transforming a declining business back to growth. It was a time of great volatility because the oil price shocks had pushed the economy into a near collapse,” said Mr. Ndegwa. 

Mr. Ndegwa who previously headed the Ghana business between 2011 and 2015 as Managing Director for Guinness also steered its growth robustly witnessing a double digit rate rise of sales.

Ndegwa’ before joining the brewery business served as sales director between 2006 and 2008 at PricewaterhouseCoopers before joining East African Breweries Limited (EABL) IN January 2004 when he joined East Africa Breweries Limited (EABL) as head and director of strategy.

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At his stint in the Nigerian market, Ndegwa championed for equal opportunities of career growth for women pointing out that it’s a critical component for growth in any company while priding himself for supporting talent in the West African nation.

“It has been great working to ensure that the organization really leverages and taps into the local talent base that we in this country. The diversity that we can create and the opportunities that it gives is a critical part of the successes that we enjoy as a business. Most of our customers, distributors and retailers are actually females, so we should also have our employee base reflect that,” said Ndegwa in an interview in Nigeria. 

Ndegwa said it was the best time for him to exit because the company was doing very well and it was good for him to handover to somebody else.

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“This is a planned move. I have been in this country for three years and the business is in great shape, the team is very strong, the strategy is very clear, and the performance track record is very consistent. I feel there is no better time to be handing over to someone,” said Ndegwa.