The United States hopes to conquer places in the alcoholic beverage market in Africa

The market for alcoholic beverages - beer, wine and spirits - in Africa is growing, particularly in South Africa, Ghana, Kenya and Ghana. Market dynamics are driven by the emerging middle class - whose price is no longer the only criterion taken into account but also quality and brands - but also urbanization, demographic growth, the expansion of the hotel sector and tourism. A potential for future growth that is within the reach of American producers and suppliers believes the United States Department of Agriculture (USDA). Today, the import market is dominated by the European Union while this upturn in consumption mainly benefits local producers. The first market is beer Beer is the queen drink in African markets and the national varieties are the most consumed not only by local brewers but also by major international brands, such as Diageo and Anheuser-Busch InBev, which invest in local subsidiaries. “Despite the growing trend towards local breweries, consumers, especially in ...