Africa: Orijin goes nationwide in Nigeria
Beer and spirits performed well: leading to an increase in net sales of 6% in Africa. Beer was up 8%, thanks to innovation in the category, while spirits saw double digit growth.
In Nigeria the nationwide rollout of rising star Orijin (a 6% ABV fusion of African herbs and fruits such as kola nuts, ginger, colves and sweet tropical fruits) lead to double digit volume growth. The beverage is a ‘celebration of modern African culture,’ inspired by the herbal drink tradition.
Like Orijin, Satzenbrau premium pilsner lager benefited from a consumer trend towards value products. However, on the flip side, sales of Guinness and Harp were negatively affected by this trend.
A transition to value beer was also seen in East Africa, where Diageo’s Balozi lager in Kenya and Kibo Gold in Tanzania performed well as they caught consumers trading down.
