Festival hopes to push whisky sales in Africa

A whisky festival has been launched in sub-Saharan Africa as producers attempt to drive sales and education in the region.

The Love Whisky Festival has been launched to drive sales in Kenya and educate consumers

The initiative, called the Love Whisky Festival, will take place throughout November in different venues around Nairobi, Kenya.

Set up by East African Breweries Limited, the festival comes as drinks companies target a rapidly growing middle class throughout the emerging markets.

Ryan Majiwa, Johnnie Walker brand ambassador for the region, said: “We believe that the more consumers know about whisky, the more likely they are to enjoy it.

“For a long time, whisky has been viewed as a more conservative man’s drink, so this is our chance to demonstrate to Kenyan’s that there are different ways to enjoy whisky.”

In particular, Diageo and Pernod Ricard, both of whom have struggled to battle the European recession and a Scotch slowdown in China, have identified Africa as a key whisky market.

Announcing its financial results earlier this year, Pernod Ricard said that it would be more actively pursuing the South African market, where it believes an emerging middle class holds promise for premium spirits.

Furthermore, Diageo recently revealed that it would be pushing miniature bottles of spirits in Africa in an attempt to convert those who perceive spirits to be expensive, as well as those who simply want to try something new.

The drinks giant has also revealed that it plans to offer a “ladder” of brands at different prices to appeal to lower and higher income consumers.

Currently, Africa generates £1.4 billion in annual sales for the group, accounting for 12% of its total revenue.