‘A brand for the local community’: Andrea Quaye, VP Marketing, Africa AB InBev

The Local Hero challenger

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.