The last industrial “empire” of France in Africa, the brewer and soda producer is in the midst of a serious internal struggle between the heirs of its founder, Pierre Castel, 99 years old, and the new all-powerful CEO.
Appointed CEO of the Castel group in October 2023, Grégory Clerc imposed his cutting-edge style from the start, aiming to clean up the Augean stables and distance himself from a burdensome and even dusty family management. Having been the historic tax lawyer, as well as the confidant of the patriarch Pierre Castel, born in 1926, the man knows all the secrets and corners of the brewing and wine group. But behind the new projects, the desired modernization and the refocusing of several activities lies above all an unspoken strategy: taking control of the main assets of the group and, ultimately, of the group itself.
Grégory Clerc is thus dangerously shaking up the culture of an empire known for its discretion and sitting on a real fortune, especially in Africa. Pierre Castel’s first ventures on the continent date back to 1949. Over the years, the man who was close to many African heads of state including Angolan Eduardo Dos Santos, has built an economic empire that is vast and diversified (breweries, agro-industry, sugar mills…) with a turnover of nearly €7 billion in 2024. And for good reason. Of all the economic sectors in Africa, the beer and soda sector is arguably the most resistant to crises.
Neutralized Heirs
Grégory Clerc’s ambitions naturally clash with the desires of Pierre Castel’s descendants including his daughter Romy and several nephews. To establish his new directions, Grégory Clerc gradually “neutralized” them using strong methods. Pierre Castel’s nephew, Alain Castel, an administrator of the Cassiopeia holding company overseeing many African activities through DF Holging (Somdiaa, Castel Africa…), was simply thanked and dismissed from his position on December 6th. This shocking decision was preceded by the departure, at the end of 2024, of two other nephews of the founder: Michel and Jean-Claude Palu. They were administrators within Brasseries et Glacières Internationales (BGI) and Brasseries Internationales Holding (BIH).
Other figures like Sébastien Castegnaro, director of the Société des Brasseries de l’Ouest Africain (Soboa), have left the company following Grégory Clerc’s arrival. Just like Sébatien-Yves Ménager, director of the Brasseries du Maroc acquired by Castel in 2003.
Lieutenants
Alongside this witch hunt, Grégory Clerc is placing his loyal lieutenants. Executives mainly from other economic groups to bring a fresh perspective such as Cathy Geiger from the Picard group or Mathieu Seguin. The latter, an executive at Coca-Cola Company, took over the Malagasy subsidiary Brasseries Star Madagascar. Coming from Lactalis, Diogo Victoria was appointed to head the Togolese subsidiary, Brasserie BB Lomé, in Togo.
Grégory Clerc has appointed other close associates to the management and decision-making bodies. This is the case of Pascal Favre, appointed director of Castel Africa, representing the lion’s share of the group’s turnover. He succeeds Gil Martignac, who left in 2023 after disagreements with Michel and Jean-Claude Palu. Contacted by Financial Afrik, Gil Martignac declined to answer our questions. Other personalities considered close to Grégory Clerc like Jean-Louis Van Haech have been appointed administrators within Cassiopeia.
Faced with this grip of Grégory Clerc, Pierre Castel’s descendants have decided to counterattack. Romy Castel has called for an extraordinary general meeting of Investment Beverage Business Management (IBBM), the main holding of the group of which Grégory Clerc is an administrator. The date of this meeting has been set for January 8th. Objective? To obtain the revocation of Grégory Clerc…
