Industry leaders have challenged beverage manufacturers across Africa to invest more in brand visibility, innovation and consumer intelligence, saying these will determine which companies thrive in an increasingly competitive and volatile market.
The call was made during the New Pour Summit 2026 held at the Golden Tulip Hotel in Nairobi under the theme “Liquid Resilience: Future-Proofing Beverage Brands in Africa’s VUCA Markets.” The one-day summit brought together beverage executives, investors, innovators, marketers and policymakers from across the continent to discuss strategies for strengthening Africa’s fast-growing beverage industry.
Speaking during the launch of the New Pour Report 2026, Drinkabl Africa Co-Founder and New Pour Summit Co-Convener Tosin Balogun said Africa’s beverage sector must become more visible if it is to attract investment and remain competitive.
“Kenya’s beverage stakeholders must increase the visibility of the industry and its brands. Greater visibility is not just about recognition; it is about creating opportunities for growth, attracting investment and ensuring the sector remains competitive in an evolving market,” Balogun said.
He noted that despite being worth billions of dollars, Africa’s beverage industry has lacked structured storytelling and market intelligence to support sustainable growth.
“The brands that will thrive will not necessarily be the biggest, but the most informed,” he added, urging businesses to embrace data, innovation and strategic positioning as economic uncertainty continues to reshape consumer markets.
The summit also highlighted the growing importance of innovation in responding to changing consumer preferences. Effie N. Thiong’o, Head of Innovation for East Africa at East African Breweries PLC (EABL), underscored the need for companies to continuously develop products that reflect evolving lifestyles and consumer expectations. She noted that innovation should go beyond creating new beverages to delivering meaningful experiences that resonate with modern consumers while ensuring long-term business growth.
Brand strategist Mark Pollard, founder of Sweathead, challenged marketers to think beyond conventional advertising, saying strong brands are built through clear strategic thinking and a deep understanding of consumer behaviour. He encouraged African companies to develop distinctive brand identities capable of competing on the global stage.
The summit further showcased emerging technologies, including artificial intelligence tools for advertising analysis and consumer insights, while discussions focused on market intelligence, distribution, branding, investment opportunities and the future of Africa’s beverage economy. Delegates also witnessed the unveiling of the New Pour Report 2026, which consolidates industry insights, identifies key market trends and provides a roadmap for beverage businesses navigating an increasingly complex operating environment.
Organisers said the New Pour Summit is expected to grow into a year-round knowledge platform connecting manufacturers, investors, researchers and policymakers to accelerate innovation and unlock the full potential of Africa’s beverage industry.
