Global beverage manufacturer Diageo has announced that it will host the newly unveiled Africa Digital Hub in Kenya in a bid to fast track its digital transformation efforts.

Diageo says the digital hub, which will be hosted at EABL headquarters in Garden City Office Park, Nairobi is a shared service meant to deliver fast digital capability deployment in Africa.

The Africa Digital Hub, which will be headed by immediate former EABL Head of Media Futures Waithera Kabiru, will serve Kenya, Nigeria, South Africa and Ghana in Africa.

The British multinational alcoholic beverage firm says the decision supports Kenya’s prime position as a tech leader in Africa, driven by an emergent, wealthier middle-class populace.

Kenya has in the recent years continued to attract many global tech giants owing to its vast mobile penetration, tech innovation and a middle-class population that continues to grow.

A white paper released by Visa recently showed that e-commerce has witnessed remarkable rates of growth across the globe and is projected to grow to $7 trillion globally by 2024.

This comes as EABL in 2020 unveiled its direct-to-consumer e-commerce platform, which it plans to scale up to other key markets across Africa.

Speaking at the launch of the Hub, Diageo’s Global Digital Transformation Lead Susan Jones said the it was the first of its kind in the region and will aptly serve Diageo’s digital vision.

“To win the next generation celebration by engaging and delighting consumers with world-class experiences across every consumer physical and digital touch-points,” intimated Jones.

Diageo PLC is headquartered in London, England and currently enjoys an enviable global presence that has seen its varied products sold in more than 180 countries across the world.