East African Breweries Limited (EABL) has announced significant leadership changes, marking the return of two seasoned executives to pivotal roles within the company. Alvin Mbugua has been appointed as the General Manager of EABL Group’s Spirits Division effective September 2024. At the same time, Mark Mugisha Kivuna returns to Kenya Breweries Limited (KBL) as the Head of Marketing and Innovations.
Alvin Mbugua: A Proven Leader in Beverage Management
Alvin Mbugua is a seasoned General Manager with over 17 years of experience spanning the oil and gas, logistics, and Fast-Moving Consumer Goods (FMCG) sectors. He holds a Geospatial Engineering degree from the University of Nairobi and a Master of Commerce in Development Finance from the University of Cape Town.
Mbugua joined East African Breweries Limited (EABL) in 2013 as the Group Financial Controller, where he fostered a culture of accountability and contributed to a 9% annual growth. In 2015, he became the Finance and Strategy Director for Uganda Breweries Limited (UBL), leading the company to double-digit growth. In 2018, he transitioned to a commercial role, leading the Nairobi sales team for Kenya Breweries Limited (KBL). In 2019, Mbugua was appointed Managing Director of UBL, where he achieved a 33% revenue growth despite the challenges posed by the COVID-19 pandemic.
In September 2021, Mbugua became the General Manager for Diageo’s Caribbean and Central America (CCA) region, overseeing operations across 37 markets.
Diageo, a global leader in beverage alcohol, is strategically realigning its operations in East Africa to bolster its presence in the spirits market. While Andrew Kilonzo continues as the Managing Director of Uganda Breweries Limited (UBL), the spirits division, International Distillers Uganda (IDU), will now report directly to Alvin Mbugua. This shift transitions the beer segment (UBL) to maintain in-market reporting, whereas the spirits segment (IDU) moves to group-market reporting.
Alvin Mbugua’s extensive experience positions him well to lead this transformation. He has previously served as the Managing Director of Diageo’s Caribbean and Central America region and has a proven track record in implementing turnaround strategies. Notably, during his tenure at UBL, Mbugua navigated the company through the challenges posed by the COVID-19 pandemic, achieving significant growth in net sales and expanding market share for key brands.
Mark Mugisha Kivuna: Driving Marketing and Innovation Excellence
Mark Mugisha Kivuna brings extensive experience in marketing and sales within the FMCG industry. He holds a degree in International Business, Management, Marketing, and Related Support Services from Makerere University.
Kivuna began his career at Unilever Uganda Ltd in January 2006 as a Graduate Management Trainee. Over seven years, he held various roles, including Sales Officer for Western Uganda and Customer Marketing Manager. In August 2013, he joined EABL as Marketing Manager for the Value Portfolio. He later served as the Marketing and Innovations Director at Serengeti Breweries Limited in Tanzania from September 2019.
Pearl Bank Celebrates Customers in Festive Campaign Dubbed Pearl SantaIn June 2022, Kivuna was appointed as the Marketing and Innovations Director at Guinness Nigeria Plc.
His return to Kenya Breweries Limited as the Head of Marketing and Innovations is anticipated to drive innovative marketing strategies and bolster the company’s market presence.
In June 2024, Diageo announced the sale of its 58.02% shareholding in Guinness Nigeria PLC to Singapore-based conglomerate Tolaram. This strategic move aligns with Diageo’s plan to adopt a more flexible and asset-light beer operating model in select markets. Despite divesting its stake, Diageo retains ownership of the Guinness brand, which will continue to be produced and distributed in Nigeria under a long-term license and royalty agreement with Tolaram.
The transaction was completed in September 2024, marking a significant shift in Diageo’s operational strategy within Nigeria. This approach allows Diageo to focus on brand management and innovation while leveraging Tolaram’s established manufacturing and distribution capabilities in the region.
The Growing Significance of EABL’s Spirits Division
In recent years, EABL’s spirits division has become increasingly significant to the company’s overall performance. The mainstream spirits segment has been identified as a fast-growing and resilient category across East Africa, commanding the largest share within the spirits subcategories. This growth is attributed to robust brand performance and strategic market positioning.
For instance, in the fiscal year ending June 30, 2024, EABL reported a 13% increase in net sales, with the spirits category observing a 10% growth. In the same period, spirits contributed about 21% of EABL’s net sales value, raking in KSHs25.5 billion out of a total sales of KShs124.1 billion.
These strategic appointments reflect EABL’s dedication to leveraging experienced leadership to navigate the dynamic beverage market in East Africa. By bringing back seasoned executives with proven track records, EABL aims to enhance its product offerings and maintain its competitive edge in the industry.
