In Africa, Diageo is focused on creating new products that appeal to African tastes and embrace African cultures. The role of women in Africa is changing rapidly, with many women gaining greater status and influence in African societies. Designed specifically with women in mind, Diageo created Snapp, a sparkling alcoholic apple flavoured drink, as a premium alternative to more traditional beers and ciders. Advertised to be served in a champagne glass, Snapp provides African women with a product they feel is more refined than beer with cues of differentiation and sophistication. Launched initially in Kenya, Diageo is now looking to other African markets to establish Snapp. Take a look at the video at the top of this page to see a Snapp TV advert currently airing in Kenya.
The consumer landscape has changed immensely over recent years. An emerging middle class, globalised media and urbanisation has fuelled aspirations for new and exciting experiences. Yet traditions in Africa remain incredibly important. It was with this at the centre of the idea, that Diageo created Orijin - a fusion of specially selected African herbs and fruits such as kola nuts, ginger and cloves and sweet tropical fruits to give a refreshing bitter-sweet taste. Critical to concept development in Africa is to create a product which speaks to local values and traditions but also gives a sense of prestige and progression; herbs are culturally important in Africa and Orijin brings this modern twist to African tastes.
There is a sizeable and growing ‘Lite’ beer opportunity in East Africa driven by trends in wellness and premiumisation as the middle class grows. Tusker Lite, available in Kenya, provides consumers with a credible ‘Lite’ alternative to East Africa’s leading beer brand Tusker Lager. Exploring other areas around wellness, Diageo also created Guinness Malta Low Sugar which provides a lower sugar alternative to the Guinness Malta brand.
Greater disposable incomes in Nigeria mean consumption patterns are evolving and becoming increasingly sophisticated. Harp Lime, made with an original Harp Lager base and 100% natural lime flavour, delivers a unique consumer experience being the first flavoured beer offering for the Nigerian market.
In addition to the work in Africa, Diageo’s global innovation agenda has great momentum. At our recent interim results (half year ended 30 December 2011) we reported our biggest launch half ever, bringing together around 80 new in-market launches with all regions seeing double digit growth for innovation. These results contributed to a very positive performance for the half as our innovation teams work across the world to leverage consumer trends, increase accessibility and build categories.
