Diageo, a global premium drink, has launched its 2012 Africa Business Reporting Awards.  The Awards, initiated by Diageo in 2004, recognise journalists and editors who provide high quality coverage of business environment in Africa.

Diageo believes that better and accurate reporting plays a critical role in framing Africa’s economic prospects and challenges. It encourages greater interest in doing good business, which in turn, creates the right environment for sustained prosperity on the continent.

President, Diageo Africa, Nick Blazquez outlined the importance of the awards: “Business interest in Africa has clearly accelerated as the world focuses on the continent’s impressive growth prospects. As a company that operates right across Africa, we understand the increasingly important role business journalism has in creating the right environment to operate successfully and to attract long-term investment.

“As I look back over the development of these Awards, I recognise a sizeable shift in the standards of business journalism and the increased efforts of the media both inside and outside of Africa to promote trade and enterprise on the continent.

I take great pride that Diageo can celebrate these achievements and look forward to another year of outstanding contribution.”

As the Diageo Africa Business Reporting Awards approach its tenth anniversary, the company is continually thinking about ways to evolve its relevance, impact and reach. Diageo hopes to build on the success of previous years, welcoming entries from all media platforms and from all over Africa and beyond.