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BGI-Ethiopia Appoints Pierre-Emmanuel Medard as New CEO

BGI-Ethiopia, a dominant force in the Ethiopian beer market and a key subsidiary of the global beverage giant Castel Group, has named Pierre-Emmanuel Medard as its new Chief Executive Officer, effective May 1, 2025. The leadership change marks a significant step in the company’s drive for innovation, growth, and regional market leadership.

Medard, a veteran with over 25 years of executive experience in Africa’s beverage and packaging sectors, takes the reins from Herve Milhade, who led BGI through a critical transformation period since 2022. Milhade is credited with stabilizing the company post-COVID, initiating operational modernization, and laying the groundwork for BGI’s ambitious “Vision 2028” strategy, which targets a doubling of production and a stronger competitive edge.

Before joining BGI-Ethiopia, Medard led Castel Group operations in the Democratic Republic of Congo, where he oversaw high-volume beverage production and large-scale employment through the Bracongo and Brasimba brands. His track record also includes leadership roles in Senegal, Gambia, and Ivory Coast—bringing regional expertise and proven leadership to BGI’s next chapter.

“I’m honored to lead BGI-Ethiopia during this dynamic phase,” Medard stated. “Together, we’ll build on past successes and unlock new opportunities for sustainable value and growth.”

With seven production sites nationwide—including major plants in Addis Ababa, Hawassa, and Mekelle—BGI-Ethiopia produces over five million hectoliters of beer annually. Its flagship brands such as St. George, Castel, and Meta enjoy wide consumer loyalty, commanding an estimated 40–50% share of the national beer market.

The company also owns Castel Winery, Ethiopia’s largest wine producer, and plays a vital economic role with more than 5,500 employees and annual tax contributions exceeding 7.4 billion Birr, making it the country’s top platinum taxpayer in the beverage sector.

The appointment of Medard signals a renewed focus on innovation, operational excellence, and regional leadership as BGI-Ethiopia prepares to scale its operations and solidify its position as East Africa’s leading beverage powerhouse.

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