Diageo has disposed its 54.4 % stake with Seychelles Breweries Limited to Phoenix Beverages Limited, part of IBL Group of Mauritius. Diageo unveiled the plan on 2 April 2025.
This transaction reinforces the relationship of Diageo and the Phoenix Beverages in the Indian Ocean. The Seychelles Breweries Limited shall continue producing Guinness and Smirnoff Rtd using new licences and royalty agreements. This will keep these brands in Seychelles through local manufacturing.
The market will also continue with the distribution of premium international spirits of Diageo. In the new arrangement, in-market distribution will now be done by Seychelles Breweries limited.
This step suggests the general approach of Diageo to maintain the presence of the brands due to the local collaborations. It also enables some change of operation without abandoning core products in the market.
The company Phoenix Beverages enjoys more presence in the area, and it has better control over production and supply. The business alliance organization allows the Guinness and Smirnoff product to continue looking the same in the eyes of the consumer and keep Diageo in a position of added licensing.
With the Diageo sale Seychelles Breweries deal now finalised, both companies enter a new phase of collaboration in the Indian Ocean. This brewery will be under the ownership of Phoenix Beverages still with consistency on Diageo brand codes.
The completion of the Diageo sale Seychelles Breweries transaction confirms Diageo’s exit as majority shareholder while sustaining its portfolio presence through licensing.
