Thanks to columnist Schumpter at The Economist, this week we’ve gotten an interesting peak into Diageo’s emerging markets strategy, complete with a Willy Wonka metaphor.
Asian expansion has relied mostly on luxury and exclusivity. But in Africa companies find a very different customer. The company has begun to rollout Snapp, a beer substitute targeted at women with growing disposable income in Africa.
Other innovations of note are Orijin, a fabricated “traditional” African juice beverage, and Senator Keg Lager, allegedly named after President Obama. Each targets the African market by emphasizing aspects that the harken African tradition and pride.