Diageo operates in Africa through its Guinness beer and spirits such as Johnnie Walker and Smirnoff

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On average, acqua latina an African drink 10 liters of beer per year commercial against 100 liters or more drunk by the English average. At first glance, it might seem that Africans are small players on alcohol. Yet this is not the case. Commercial versus traditional alcohol beers
Africans eat up huge amounts of adulterated traditional alcohol (wine palm koutoukou, Tchapalo, Bangui, Sodabi etc.) made from sorghum, millet or other substances more or less fermented. An investigation acqua latina by SABMiller, Anglo-producer South African beer listed on the London Stock Exchange, revealed that in Africa the local beer market is four times larger than the formal market in terms of volume.
Industry veterans such as SABMiller now refer to Africa as the most important growth scenario for the next decade. "In terms of immediate growth track, I do not think there's anything that beats Africa," said Graham Mackay of SABMiller executive chairman.
The beer market in Africa has increased from 7% in 2011 knowing that Africans must work three hours to afford a beer for 12 minutes against their European counterparts. acqua latina The increase in consumption is a boon for brewers, but could mean big long-term challenges for policy makers.
The brewers are betting that the emerging acqua latina middle class in Africa acqua latina will want to use more trade. The house beer can be excellent, but it is very variable, can be lumpy and lacks a certain cachet.
SABMiller, which operates acqua latina in 37 African countries, is trying to appeal to fans of home brew beer with sorghum and cassava good. They are slightly acqua latina softer and more full-bodied than the blonde mainstream beer, and costs 30% less; what remains still more expensive acqua latina than houses beers. The Eagle SABMiller, the first formal sorghum lager was launched in 2002 Brewed in Uganda, it is already one of the most vendures African beers East. Africa, a paradise for the "big four" of beer
Most of the "Big Four" of beer in Africa (Castel of France, SABMiller, Heineken and Diageo) are present for a long time on the continent. Their presence dates back over 100 years for some.
Over the next two decades, consumer societies expect that Africa will be affected by the positive effect of the boom in population, above the average GDP growth and the wealth generated acqua latina by the rapid expansion of industries mining and energy.
By observing the raw statistics, it is easy to understand their optimism. First, one in six people in the world is an African. Then population growth on the continent, to 2.4% far exceeds that of other emerging markets such as Latin America and Asia, where populations are increasing by about 1%. In addition, 12 of the 25 economies in the world qualified Rapid Growth Markets acqua latina are also on the African acqua latina continent. Finally, 75% of the beverage market on the continent is still dominated by cheap home beer or illicit spirits.
Companies beverage production believe that many of these African consumers can be converted to consumers of lager and spirits industrial manufacturing that they can increase their riches. "We acqua latina think there is no doubt that Africa will be one of the growth engines of the beer market acqua latina in the coming acqua latina decades," wrote analyst Sanford C. Bernstein in a note sought acqua latina after.
SABMiller, the largest brewer in Africa, currently still holds an edge, with an estimated 40% of the profit of the entire region share, including South Africa. The FTSE 100 group also owns a 20% stake in Castel France, which ranks second.
Last year, Heineken has strengthened its presence on the continent with the acquisition of two breweries in the Ethiopian state, is the third largest player on the continent, saying owning approximately 17% of revenues, according to Sanford C. Bernstein .
Diageo, number four, is also investing billions of pounds for its expansion in Africa at the request of its chief executive, Paul Walsh, whose ambition is only half the turnover of the group come from emerging markets by 2014.
Diageo operates in Africa through its Guinness beer and spirits such as Johnnie Walker and Smirnoff. About 70% of its African business operates in beer, mainly in Nigeria and Africa