Beer All the single ladies
This would have come as a shock to Sean Courtney, but the women of Africa, rather than standing in soft focus behind their menfolk wearing provocatively torn khaki, are choosing more and more to stand next to them at the bar. And the brewers of Africa are coming onboard: in Kenya, 10 alcoholic beverages aimed at women have been introduced to the market in the past five years. And the marketing strategies are changing, too – according to Kenya Wine Agencies Limited (Kwal), women now want to feel that they are part of the “hard core” target market. Diageo, which derives about 40% of its profits from emerging markets believes that the economic empowerment of women across the continent is a driver, while East Africa Breweries limited (EABL) say that women are feeling more confident to order alcohol in public, suggesting a shift in the social mores of an urbanising population.
Comment: A good thing too, they all agree, as the male market stagnates, declines even, and just generally refuses to get up off the couch.