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The promise of youth
The multinational beer and liquor giants have designated the developing countries as their new growth sector for alcohol, since consumption in Western countries appears to be stagnating. And the large youth populations of developing societies will naturally be target group no 1. A new booklet from FORUT The promise of youth provides some snapshots of this development with examples from India, Sri Lanka and Malawi.
The drinks industry calls the developing countries “emerging markets” and considers them promising: Low alcohol consumption as a point of departure, economic growth and a growing middle class with increasing spending power. These are countries with a high proportion of children and youth in the population. First among them are the large economies with strong economic growth
Malawi is another example in the booklet. Here, in one of the poorest countries of the world, the local Carlsberg beer company has had a remarkable advertising campaign on TV. The public was asked to participate in the” Win your private jet trip”-competition. By sending the cork inlay from the beer-caps consumers could take part in a draw to win a free flight around the world for seven days with seven friends. In other words: The more beer, the more lottery tickets you get – and your chances to win will increase. The contrast with life in rural areas and the daily struggle for survival could hardly be more striking.