Glenfiddich wins luxury beverage brand at Lux Afrique Expo

Glenfiddich, the world’s most awarded single malt Scotch whisky, has been named Luxury Beverage Brand of the Year at the inaugural Lux Afrique Jewellery, Watch and Home (LAJWH) Expo, which took place on September 13, 2025, at the Ona restaurant in Lagos.

The one-day showcase, organised by Lux Afrique, brought together global luxury brands and industry leaders in what has been described as the “birth of the African luxury industry.”

Exhibitors included household names such as Rolls-Royce and Access Bank, alongside top players in jewellery, watches, home design, and lifestyle.

Glenfiddich’s win comes amid Africa’s expanding luxury sector, driven by rising wealth creation.

With Nigeria maintaining its position as the continent’s largest economy at a nominal GDP of $504.2 billion, forecasts indicate that the number of African millionaires will grow by 53% to more than 257,000 in the coming years.

Analysts say this surge underscores Africa’s growing influence on the global luxury market.

Eddie Madaki, Meta Luxury Manager for William Grant & Sons Africa, described the award as a validation of the brand’s strategy.

“Winning Luxury Beverage Brand of the Year validates our strategy of building trust and genuine engagement in this dynamic market,” he said.

Lux Afrique, the organiser of the Expo, has continued to expand its footprint in the African luxury space through initiatives such as the Lux Afrique Boutique, the continent’s first online luxury store. The platform aims to serve as a bridge between international brands and Africa’s high-net-worth individuals.

Industry observers say the success of the LAJWH Expo not only cements Lagos as a hub for luxury business but also signals growing opportunities for premium brands targeting Africa’s elite consumers.