After a brief stint at Nigerian Distilleries Limited, Akinyemiju pitches tent with Guinness Nigeria in a move that industry observers say is to bolster the Brewer’s White spirits portfolio
Guinness Nigeria Plc has strengthened its leadership team with the strategic appointment of seasoned marketing executive Olusegun Akinyemiju to head its white spirits portfolio, in a move that signals the company’s renewed focus on capturing greater market share in Nigeria’s rapidly growing spirits category.
Akinyemiju, who brings over 13 years of brand-building expertise across West Africa’s consumer goods sector, has been named Senior Brand Manager for the Mainstream Spirits (White Spirit Portfolio), overseeing what industry sources describe as one of the company’s largest and most commercially critical business units.
The appointment comes at a pivotal time for Nigeria’s alcoholic beverages industry, which has seen intensifying competition, evolving consumer preferences, and increasing regulatory scrutiny. The white spirits category, which includes gin, vodka, and other clear spirits, commands a huge volume and value driver for major beverage companies operating in Africa’s largest economy.
“The white spirits category commands a huge volume and value driver for major beverage companies operating in Africa’s largest economy.”
According to market analysts, the spirits segment has grown significantly despite economic headwinds, with younger consumers increasingly gravitating toward premium and ready-to-drink offerings. Guinness Nigeria’s decision to place an executive of Akinyemiju’s caliber at the helm of its white spirits business shows the strategic importance of this portfolio to the company’s overall growth trajectory.
Akinyemiju joins Guinness Nigeria from Nigerian Distilleries Limited, where he orchestrated one of the most notable brand turnarounds in the spirits category. As Senior Brand Manager for Lord’s Dry Gin, he led the brand to double-digit growth across both sales and brand equity metrics while successfully repositioning it to appeal to modern consumers.
His achievements at Nigerian Distilleries included launching Nigeria’s first ready-to-drink extensions within the Lord’s portfolio, driving incremental revenue streams while maintaining the brand’s premium credentials. He also served as Category Manager for Gin and Liqueurs, where he managed portfolio-wide strategy, innovation pipeline development, and commercial performance optimization across multiple brands.
Beyond alcoholic beverages, Akinyemiju’s career spans multiple sectors, providing him with a broad perspective on consumer behaviour and market dynamics. As Head of Marketing, West Africa for i-Fitness, the region’s largest fitness chain, he delivered 120 percent revenue growth within one year, pioneered corporate wellness initiatives, and established strategic partnerships with public institutions and multinational corporations.
His agency-side experience includes transformative leadership roles at Deqube Agency, where he served as Marketing & Strategy Director, restructuring client delivery teams and leading multimillion-naira businesses across FMCG, fintech, financial services, and the public sector.
Earlier career stints at Noah’s Ark Communications and Rock Thompson Nigeria saw him contribute to award-winning integrated campaigns for major Nigerian brands including Airtel, Coca-Cola, Peak Milk, Access Bank, Hypo, and Guinness, demonstrating his versatility across different brand categories and marketing disciplines.
“Akinyemiju led the brand to double-digit growth across both sales and brand equity metrics while successfully repositioning it to appeal to modern consumers.”
Akinyemiju’s work has garnered both local and international accolades, including Gold at the Epica Awards, recognition at the African Cristal Awards, ADVAN Campaign of the Year honors, and multiple medals at the LAIF Awards. He was also honored with the Pitcher Awards’ Advertiser of the Year distinction.
On the academic front, Akinyemiju holds an Executive MBA (in view) from Business School Netherlands and has participated in the Harvard Business School Online CORe programme. His professional certifications include affiliations with the Chartered Institute of Marketing (CIM) UK, Digital Marketing Institute (Ireland), National Institute of Management (Nigeria), and the Chartered Institute of Business Analysts.
What This Means for Guinness Nigeria
His remit will encompass end-to-end portfolio strategy spanning brand positioning, innovation, pricing, communication, media investment, and execution across Nigeria’s highly competitive and regulated alcohol market.
Given his proven ability to launch successful product extensions and navigate complex regulatory environments, stakeholders anticipate bold strategic moves in the coming quarters.
