Scottish single malt whisky, Glenfiddich, has been named Luxury Beverage Brand of the Year at the inaugural Lux Afrique Jewellery, Watch & Home (LAJWH) Expo held in Lagos.
The award was presented during the debut edition of the exhibition, which brought together global and African luxury brands across sectors, including automobiles, finance, jewellery, watches, and home design. Organisers described the event as a platform to highlight Africa’s growing importance in the global luxury market.
Eddie Madaki, Meta Luxury Manager for William Grant & Sons Africa, owners of Glenfiddich, said the recognition reflected the brand’s relationship with African consumers. “This award is a testament to Glenfiddich’s presence in the African market and our commitment to engaging with discerning buyers across the continent,” he said.
Industry discussions at the Expo also focused on the rapid expansion of Africa’s luxury economy. With Nigeria’s nominal GDP estimated at $504.2 billion, analysts noted that the country is expected to drive much of the continent’s growth in luxury spending.
Jeremy Taylor, Commercial Director at Boadicea the Victorious, said the perception of Africa among global luxury brands had shifted significantly. “Africa was previously where they dumped what Europeans didn’t want, but now they are creating with African buyers and creators in mind,” he explained. “Nigerians are the highest spenders on luxury in locations like Paris, Dubai and other places. So these brands are now including Africa in the journey.”
The Lagos Expo also featured panel discussions, workshops, and a live auction, with organisers stressing that luxury is not just defined by price but by the overall experience offered to consumers.
“Luxury today is about delivering an end-to-end journey that resonates with local aspirations while meeting global standards,” an organiser noted, adding that the Expo aims to foster stronger connections between international brands and African markets.
The recognition of Glenfiddich, coupled with the debut of the LAJWH Expo, signalled what participants described as a growing alignment between African demand and global luxury offerings.
