A thirst for beer among Africa’s middle classes is driving the world’s biggest brewers to invest on the continent, but getting women to drink the beverage is another matter. One brewer, Heineken , is attempting to woo the elusive female African drinker with a sweeter, low-alcohol beer made from malt and lemon that it hopes will persuade them to try its other lagers.
Siep Hiemstra, head of Heineken’s African operations, said beer consumption on the continent was still predominantly male, but the new drink, Radler, with a 2-3 percent alcohol content, could change women’s perceptions.
“For female drinkers this is the first step towards the beer category,” Hiemstra told Reuters. “If that is the case it will probably also allow them to enter the beer category and taste a nice Heineken.”
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