Diageo’s brave new world

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.

Due in part to home market saturation (no irony in using “saturation” in the drinks vertical), the beverage giant is exploiting markets in Africa and Asia with some interesting beverage innovations.

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.

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