Guinness Ghana is transforming Ghana’s nightlife scene through culturally rooted activations by its premium spirits brands Johnnie Walker and Don Julio.
The company is curating sophisticated gatherings that blend global brand prestige with local creative energy, targeting discerning consumers seeking authentic connections.
“Modern Ghanaian nightlife demands depth and intentionality,” said Abena Chrappah, Guinness Ghana’s Senior Brand Manager for International Premium Spirits. The strategy deploys distinct brand philosophies: Johnnie Walker’s “Keep Walking” mantra fuels high-energy creative takeovers celebrating ambition, while Don Julio crafts intimate experiences like rooftop tastings with local culinary pairings and tequila masterclasses resembling storytelling sessions.
The campaigns collaborate with African mixologists, musicians, and visual artists to create immersive touchpoints. Recent activations have featured custom cocktails, co-branded visuals, and design elements that bridge heritage with contemporary aesthetics. This approach reflects Diageo’s global premiumization strategy, adapted for Ghana’s dynamic social culture where 64% of consumers now prioritize experiential spending over traditional entertainment.
Industry analysts note the move capitalizes on Ghana’s spirits market growth, projected to expand 8.3% annually through 2027. By positioning its brands as cultural catalysts rather than mere products, Guinness Ghana aims to deepen emotional connections with the country’s influential young professional class.
