Out With the Beer, Bring in the Snapp! Distiller Trying To Tap Into The Market of African Women

June 14, 2012  |  

If you go to Kenya, you may find that beer is the dominant drink choice for most of the population. But according to Bloomberg Businessweek, Diageo Plc, the world’s biggest distiller, is implementing a new campaign ad to bring women drinkers away from the beer and to their new product Snapp. Their ads feature the “Snapp Sisters,” independent minded women with a high taste for everything, including the beverages that they drink.

“Women are thinking about themselves in a new light,” Cristina Diezhandino, Diageo’s head of marketing in Africa told Bloomberg Businessweek. “They’re relying on their own means.”

Snapp speaks to the glamorous, sophisticated woman. The apple flavored drink contains five percent alcohol and is a cocktail-like option for female drinkers. It costs about the same price as a beer in the country, but is translucent and fizzy. Although it comes in a bottle similar to Smirnoff Ice, Diageo recommends serving it in tall Champagne flutes.

As the economy picks up speed across Africa, more people are moving into the middle class and more women are becoming financially independent. Kenya is East Africa’s largest economy, with a projected annual economic growth rate of 10 percent by 2030.

Diageo, which is based in London, is known for Smirnoff vodka and Johnnie whisky although Tusker and Serengeti beers and Guinness comprise its big sellers in Africa. The company owes nearly 14 percent of its sales to Africa. Last year, sales on the continent rose to about $2.1 billion.

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