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1 results

  • Africa’s Intoxicating Beer Markets

  • Brian J. Hesse
  • Journal:
    African Studies Review / Volume 58 / Issue 1 / April 2015
    Published online by Cambridge University Press:
    16 March 2015, pp. 91-111

  • African beer markets are increasingly being commercialized. Select brewers are going to extraordinary lengths to attract new customers on the continent. Economic and business “life cycle” models usually indicate that this can only go on for a finite period, that industries, companies, and products, just like organisms, must move through stages of emergence and maturity to inevitable decline. Such expectations may be too rigid in the African context. Such are the continent’s dynamic economic and social realities that commercial brewers, and especially a handful of multinational corporations, look capable of staving off decline—an intoxicating prospect for them indeed.