ALL OF WARC
ALL OF WARC
Pinpoint the case evidence you need – search by industry, objective, media and more.
Case summaries showcasing leading brands achieving key marketing objectives.
Creative TV and video executions from the most innovative and market-leading brands.
Browse campaigns from the world's leading advertising and marketing effectiveness awards.
The latest from our annual case study competitions.
Rankings of the world's most effective agencies, advertisers and brands.
Industry Topic Pages
Shortcuts to the latest industry-focused information and insight.
Apparel & Accessories
Government & Non-profit
Household & Domestic
Media & Entertainment
Pharmaceutical & Health
Toiletries & Cosmetics
Travel & Tourism
Subject Topic Pages
Shortcuts to the latest information
and insight by subject area.
Overviews of leading brand owners, and guides to key issues and tasks.
Browse all articles, papers and case studies by subject.
Latest reports from Warc and trusted partners offering unique insights into current trends.
The driving forces behind consumer behaviour.
New developments for industries and sectors.
Strategic insight for the marketing of brands.
Media & Tech
Latest innovations in media and technology.
Insight and intelligence for countries and regions.
Daily coverage of key developments for marketers worldwide.
The Warc Blog
Insights, opinions and fresh new thinking from our team of bloggers around the world.
Advertising expenditure by medium in 80 markets, plus forecasts and media costs for key countries.
Key briefings from major conferences and events in the US, Europe and Asia Pacific.
Plan your schedule of must-attend events with our global calendar of conferences.
Review your contact details and public profile.
Choose and review which topics to follow.
Choose and review which brands to follow.
Your Email Updates
Select and manage the emails you receive.
Contact your dedicated Client Services Manager.
Put our research team at your service.
Today's Top Stories
Today's Top Stories
Apple is most valuable global brand
Agencies look anew at Asia
Retailers underuse customer data
Brands face mobile shortfall
PC sales up in India
Turkey attracts global brands
7 Day Round-Up
The Warc Blog
Diageo, Pernod Ricard target Africa
LAGOS: Diageo and Pernod Ricard, the premium spirits groups, are both ramping up their focus on Africa, a market characterised by a mixture of opportunities and challenges.
Diageo, the UK-based firm, has already achieved success in the region with its Guinness stout brand, but believes it is now increasingly possible to take on "hot drinks", the name for spirits made locally.
"With economic growth as it is and the emergence of a middle class that has more disposable income, we have an opportunity to move people from the 'hot drinks' that they're drinking and into international premium brands," John Williams, innovation director for Africa at Diageo,
told The Spirits Business
However, as most nations outside South Africa lack the kind of venues typically targeted by the company, and few consumers have experience of its products, a tailored approach is essential.
"We've had to take it back to basics. We're using brands like Smirnoff and Gordon's to educate bartenders in how to serve spirits, because that knowledge doesn't exist," said Williams.
"The biggest innovation we're doing is to recreate the spirits culture that exists elsewhere in the world and take it to the mainstream bars in countries like Ghana, and cities like Nairobi and Lagos."
Diageo thus launched 24 brand extensions across sub-Saharan Africa from 2011/12, focusing on pre-mixed lines. "We're trying to understand whether giving consumers the end drink experience in an easy way can accelerate their spirits consumption," Williams said.
For its part, Pernod Ricard established a presence in Namibia and Kenya in 2011, and will do so in Ghana, Morocco and Nigeria in 2012. It is was already active in Gabon, the Ivory Coast and South Africa .
"Our staff numbers in Africa are expanding on a weekly basis," said Alex Ricard, managing director for distribution at Pernod.
Among the brands enjoying growth are those within its Chivas Brothers stable, like Ballantine's, Chivas Regal and The Glenlivet, Passport, and Royal Salute.
"We see this as an opportunity; this for us is very much untapped territory," Christian Porta, CEO of Chivas Borthers, said. "But we are slightly behind our main competitor – they have a large beer business which we don't have."
Pernod Ricard is drawing on the insights it has gained from its operations in Asia and Eastern Europe, such as by creating multimarket ad campaigns that are then localised as appropriate.
"Some of the service companies you'd get in more mature markets aren't there yet," Rowan Leibbrandt, international regional manager for Africa at Chivas Brothers, said. "We're starting to see some early stage advertising agencies, but it takes some time for them to emerge."
Data sourced from The Spirits Business; additional content by Warc staff, 19 October 2012
Spirits brands see digital openings in Asia
Diageo backs premium brands in Asia
Boardrooms need marketing voice
Content & Partners
Terms & Conditions
© 2013 Copyright and Database Rights owned by Warc