Glenfiddich, the world’s most awarded single malt Scotch whisky, has been crowned Luxury Beverage Brand of the Year at the first-ever Lux Afrique Jewellery, Watch & Home Expo (LAJWH Expo), held on September 13, 2025, at the prestigious Ona restaurant in Lagos.
The landmark showcase, hosted by Lux Afrique, brought together global luxury leaders and tastemakers, featuring iconic brands from Rolls-Royce to Access Bank. Positioned as the “birth of the African luxury industry,” the Expo underscored Nigeria’s growing role in shaping the continent’s upscale market, offering a platform that highlighted the finest in jewellery, watches, home design, and lifestyle.
Glenfiddich’s recognition arrives at a time when Africa’s luxury sector is expanding alongside rising wealth creation. With Nigeria leading as the continent’s largest economy at a nominal GDP of $504.2 billion, projections show the number of African millionaires is set to grow by 53% to more than 257,000. This surge signals strong demand for high-end products and cements Africa’s position as a key driver of global growth.
The award reaffirms Glenfiddich’s commitment to Africa’s sophisticated consumers while deepening its long-term investment in the market. By engaging in groundbreaking industry events such as the LAJWH Expo, the brand continues to strengthen its connection with discerning audiences across the region.
“Winning “Luxury Beverage Brand of the Year” validates our strategy of building trust and genuine engagement in this dynamic market,” said Eddie Madaki, Meta Luxury Manager for William Grant & Sons Africa.
Lux Afrique, organisers of the Expo, continue to redefine the luxury experience across the continent. With initiatives like the Lux Afrique Boutique Africa’s first online luxury store the platform serves as a vital bridge between international luxury brands and the continent’s high-net-worth individuals.
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