REPRESENTATION MATTERS

What the arrival of brands like P1 show is that representation matters and that origin stories — no matter how thoroughly or thinly borne out by the final product — need to feel both authentic and personal. Consumers are looking to see every facet of society represented in the range of products available and for minority consumers long deprived of the opportunity, they are looking to see themselves and to invest in and support their communities.

For the drinks industry at large, championing products from, or with strong cultural roots in Africa in particular also serves a consumer desire for greater choice, discovery and new tastes and sensations. For long booming categories such as gin, an African brand with uniquely African botanicals offers a genuine point of difference that can be heard above the continued flood of new products.

When it comes to anything besides wine and the odd beer brand, for decades there has been a sizeable gap in even the most sophisticated drinker’s global repertoire. And in this age of awareness and greater reflection, the time feels right to question why that is, as well as what a brand new, but uniquely African product should look, taste and feel like. Uniquely African botanicals are an inarguable and obvious first step. As is the revival, or at least the greater awareness of, traditional recipes and liquids.

But new brands need to be careful to be sensitive to both social and environmental issues. Any brands marketing themselves on their African roots or African credentials need to make sure they have genuine roots, a story to tell and something deep to offer to avoid feeling hollow at best, or exploitative at worst. Consumers will quickly reject any with shallow connections looking to join in on something because it is ‘trending’, or worse, call out those with no genuine roots at all.