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Andrea Quaye, VP Marketing, Africa, AB InBev
The Interview
Community Matters Eagle Lager
Eagle Lager was created by the world’s
largest brewer to meet the demand for a
beverage at a significantly lower price point
in Uganda and Mozambique (where it is known
as Impala). It represents a remarkable example
of a company with decades of experience successfully challenging almost every aspect of their own highly developed business model – from product definition to supply chain logistics and consumer engagement. It is a new challenger that is genuinely from, and for, its local community.
Here Andrea Quaye talks about why being a Local Hero is less about learning what to say, and more about going out and living in the ‘anthills’ of your chosen community.
What inspired AB InBev to create Eagle Lager as a Local Hero?
The birth of Eagle came from the need to expand the category and make beer more accessible to people who couldn’t necessarily afford it. Beer penetration in many of our African countries is very low.
The key barrier to that is the number of minutes that an individual would need to work in order
w
Andrea Quaye
at the AB InBev headquarters
in Johannesburg.
182 Local Hero