Cairo
Kinshasa
Lagos
J8&
Key Cities
Africa's three largest cities make up Fayrouz's core presence in the region:
Populatioi 12
million.
Known for: Its
ancient history, the
Pyramids and the Great Sphinx.
Main industries: Tourism, services
textiles, iron and steel.
Key city because: With the
Fayrouz heritage in Egypt, the
country's capital is of great
importance.
Population 9 million.
Known for: Being the only
capital in the world to face
another capital (Brazzaville)
across the Congo River.
Main industries: Food processing,
consumer goods and construction.
Key city becaus< Kinshasa is the urban
entry point into the market. Fayrouz
was also successfully launched in July in
Lubumbashi, DRC's second largest city.
Population: 21
million.
Known for: Its vibrant
and innovative music
scene and 'Nollywood' film industry.
Main industries: Finance and the Port
of Lagos.
Key city because: Nigeria is the
biggest market for Fayrouz. Lagos
is home to branded Fayrouz
campus bars.
hectolitres. Fayrouz achieved 300 million bottle sales,
equivalent to nine bottles per second.
"When you drink a Fayrouz, you experience a unique taste
sensation," adds Jan-Willem Paans, International Sales
Manager Fayrouz. "Because of the natural ingredients,
particularly the malt, Fayrouz has the complexity of
a beer. In combination with the natural fruit flavours,
you get a drink that is well suited to the adult palate.
Produced using stevia.the natural plant-based sweetener,
Fayrouz also benefits from around 30% fewer calories
than traditional soft drinks.
"Boundaries between drinks categories are fading.
HEINEKEN has had great success with boundary-crossing
brands, like the range of Radlers and Desperados. Fayrouz
sparkling malt, which straddles the beer and soft drink
categories, is another great example. We can reach new
consumers and tap into new consumption moments."
Fayrouz is available in a number of exciting natural fruit
variants. At 70% of total volume, Fayrouz pineapple is the
leading choice for consumers. "In each market, we trial
different flavours to determine which are most popular
with local consumers," Bastiaan continues. "In Nigeria,
for example, we sell pineapple, pear and exotic. In the
Democratic Republic of Congo, it's pineapple and red apple.
In Egypt, we have our core flavour range plus one innovative
seasonal flavour every year, such as fruit cocktail for 2014
Once a seasonal variety meets strong consumer demand, it
can become part of the market's core range of flavours."
The target Fayrouz drinker is defined as much by attitude
as by demographics. "These consumers are increasingly
conscious of the choices they make," says Jan-Willem.
"When they're having drinks with friends and want an
alcohol-free option, ordering a traditional soft drink no
longer meets their taste or image expectations. Fayrouz
is a natural, more premium choice."
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Wolldof HEINEKBN Edition 2
