East AfricaManufacturing & IndustryTechnology & InnovationThe Big Story

COMESA Fines Diageo USD 750,000 for Unfair Distribution Deals in Uganda, Eswatini and Zambia COMESA’s landmark ruling against Diageo, the parent company of East African Breweries Limited (EABL), exposes how restrictive distribution deals in Uganda, Zambia and Eswatini violated regional competition laws and reshaped corporate accountability across Africa’s beer markets.

COMESA Competition Commission CEO, Willard Mwemba, President of Diageo Africa, Hina Nagarajan and EABL Group CEO, Mrs. Jane Karuku.

The Common Market for Eastern and Southern Africa (COMESA) Competition Commission has imposed a fine of USD 750,000 on global alcoholic beverages manufacturer Diageo Plc, the majority shareholder in East African Breweries Limited (EABL), for engaging in anti-competitive business practices across Uganda, Eswatini and Zambia. The ruling, contained in a 13-page decision issued on September 21, 2025, concluded that Diageo’s actions violated regional competition laws by restricting trade and distorting market dynamics within the COMESA region.  The Commission’s decision follows a multi-year investigation into the company’s distribution and production agreements with local partners, which were found to contain clauses that…

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About the Author

Paul Murungi is a Ugandan Business Journalist with extensive financial journalism training from institutions in South Africa, London (UK), Ghana, Tanzania, and Uganda. His coverage focuses on groundbreaking stories across the East African region with a focus on ICT, Energy, Oil and Gas, Mining, Companies, Capital and Financial markets, and the General Economy.

His body of work has contributed to policy change in private and public companies.

Paul has so far won five continental awards at the Sanlam Group Awards for Excellence in Financial Journalism in Johannesburg, South Africa, and several Uganda national journalism awards for his articles on business and technology at the ACME Awards.

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