Landmark gathering gets underway with delegates from over 30 countries
Opening plenary hears that securing Africa’s economic future requires businesses to discover new customers and cross-border opportunities.
PRODUCT INNOVATION
Global brewers lead an effort to promote West Africa’s fonio grain
By our African Marketing Confederation News Team | 2024
Carlsberg and Guinness are among the brewing brands collaborating on a project to spotlight the untapped brewing potential of fonio.
Fonio, an ancient grain celebrated in West Africa for thousands of years but still relatively unknown to most consumers around the world, may be about to get an image boost – thanks to a limited-edition beer being launched by global brewing giant Carlsberg as part of an international brewing collaboration.
Its new Fonio beer is being released to spotlight the untapped brewing potential of African grains and has been brewed in Carlsberg’s research laboratory in Denmark.
The collaboration is called ‘Brewing for Impact’. The initiative sees breweries from seven countries coming together to create a series of limited-edition beers that will spotlight fonio’s health qualities.
Fonio is a member of the millet family and is related to other grains important in African agriculture, including pearl millet and sorghum. Said to have been used in West Africa for at least 5,000 years, it has more nutrients, flavour and protein than refined wheat. It also provides iron, magnesium, zinc and phosphorus and other essential minerals.
Carlsberg Fonio Lager. Photo: Carlsberg
Central to the fonio brewing project is Brooklyn Brewery’s multi-award winning brewmaster, Garrett Oliver, who pioneered fonio brewing in 2019. The brewery is in the New York City borough of Brooklyn and is known among beer aficionados for its innovative product offerings and commitment to social change within the industry and beyond.
Guinness is among the brewing collaborators
Among the other collaborating breweries is global brand Guinness, as well as regional breweries Maison Kalao in Senegal, Thornbridge in the United Kingdom, Omnipollo in Sweden, Russian River in the US, and Jing-A in China.
“Rolling out throughout 2024, the series of limited-edition beers will spotlight fonio’s remarkable qualities and potential to drive positive change and a more sustainable future, with each respective brewery contributing its own expertise and creativity to the lineup,” says Carlsberg in a press release.
Fonio Lager is available as a limited release product and is being sold in a 750ml glass bottle. The label design was created by Kevin Bongang, a commercial muralist, designer and painter born in Cameroon.
Says Lynsey Woods, Carlsberg Global Brand Director: “This beer is living proof of what happens when curious minds come together to make something special, both in the beer and in the art and design of the bottle.”
According to the website Science Direct, fonio is grown throughout the savanna areas of west Africa, notably in Guinea and Nigeria.
You can watch a YouTube video about the Carlsberg-Brooklyn Brewery fonio brewing collaboration here.
Pre-conference masterclass discusses taking African brands to the world
Participants challenged to identify, articulate and commercialise the cultural assets that make their brand ready for a global audience.
Africa’s first Sports Direct retail store opens its doors in Nairobi
Second outlet planned for Nairobi before year end, with Nigeria, South Africa and Morocco said to be future target markets.
Search is fragmenting – credibility and trust create the new visibility
Online search behaviour has changed significantly with the rise of AI. How can African brands adapt to this new marketing landscape?
The move toward future-ready food packaging where materials meet AI
Researchers propose a framework for packaging that senses, learns and acts – making packaging an active, AI-powered tool against food waste.
Malawi’s marketers urged to put trust at the heart of the profession
Country needs marketers to build recognition and consumer trust around Malawian products and national brand, says Deputy Minister.
Lingerie brand creates street-stopping advertising in Manhattan
Fashion brand suspends giant lingerie high above the city’s streets, using shadows to create a moving billboard for pedestrians and motorists.
We know AI influencers aren’t real – so why do we trust them?
Researchers describe AI influencers as having a ‘dual identity’. Consumers evaluate both ‘person’ and ‘technology’ identities at once.
Why trust has become a critical asset for hotel industry marketers
Reputation and trust, once modest influences on hotel choice, have become some of the strongest predictors of patronage, study finds.
FNB bank’s eBucks programme dominates the 2026 SA loyalty awards
South African brands are increasingly setting the global benchmark for customer loyalty strategies, organisers say.
Zambia’s strongest creative ideas are emerging from local truths
Global influences among younger consumers are still present, but they are being filtered through a distinctly Zambian lens.