The world’s largest premium drinks company, Diageo has paired up with UK research firm Join the Dots to increase consumer insight in Africa.

Join the Dots will ensure that Diageo’s trade presence in Africa grows beyond the +2% overall net sales in Africa as reported in the company’s most recent interim results. The key target markets are Nigeria, Kenya, Ethiopia, Ghana, and Cameroun.

“Africa represents a huge market opportunity for Diageo,” Gavin Holt, senior client director at Join the Dots said.

“It has 54 countries and a population of more than one billion people, a lot of which are between the age of 18-24.

“The research strategy has been to go straight to the mobile community to gain data insights and uncover drinking habits, bar trends and prime target ages.

“One of the issues which Diageo faces in Africa is that local brands can advertise and even launch a product in around three months, which makes it difficult for Diageo to stay on top of trends and insights.”

Join the Dots’ mobile research will look into people’s drinking habits, product testing, concept testing and bar visits. The results of the research are designed to help Diageo better understand young adult African lives in order to make better business decisions steeped in the local culture.

“The main focus for Diageo is on beer, whilst also exploring the RDT and whisky markets,” Holt added

“All research projects are designed with the intent of collecting natural behaviors and feedback, ensuring it’s also engaging for this hard to reach audience.”

A symbiosis of innovative technology and imaginative approaches have been put to use by Join the Dots in helping Diageo get closer to their African consumers more than ever before.

Diageo has within its purview premia brands like Johnnie Walker whiskey, Ciroc vodka, and Baileys Irish Cream, which are among the leading products in the African market. In Nigeria, they are the parent company of Guinness Nigeria Plc.

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