Quinas beer will be available in 450 outlets in South Africa from the end of January, targeting a market where there is “a significant community of Portuguese,” the company’s marketing officer, told Maria João Pereira.
Entry into the African market will take place through a distribution agreement with Model Liquor Distributors, based in Meyerton, 15 kilometres from Vereeniging, where there are several Portuguese restaurants.
“Contact with the market arose from our presence at the Taste of Portugal 2030 fair in Johannesburg in 2018, where we had the opportunity to contact both distributors and owners of several chains,” told Lusa Maria João Pereira, the beer had “great acceptance” at the event.
Quinas identifies Portuguese restaurants as “a priority” after entering 450 outlets in the initial phase but is aiming for a faster expansion through the largest supermarket chain in South Africa, ShopRite. If the negotiations that are underway are successful, the Portuguese beer will have access to another 1800 points of sale of this chain.
The marketing manager, therefore, considers that the African country “can have a significant dimension for the brand“, due to “high beer consumption” and the presence of a strong Portuguese community. The data of the Observatory of the Immigration of the last decade point to about 200 thousand Portuguese and Portuguese descendants.
Like the other international markets where Quinas is expanding, namely the United States, the Portuguese diaspora is the “motivation” of strategic investments. “Our focus is always to bring a Portuguese beer to all the Portuguese around the world,” said Maria João Pereira.
Entry into this market follows the expansion to São Tomé and Príncipe, France and the USA. According to the company’s accounts, “beer is the most popular drink” in South Africa, which accounts for 34% of the global market in the African continent. Beer is “preferred by 54% of South Africa’s population,” says the company, noting that consumption of this alcoholic beverage is higher in the country than in the rest of Africa.
Quinas was presented at the beginning of 2018 by the Domus Capital group and aims to be “the third national brand”.
Also in January, it is officially registered in the United States, with distribution assured in California, New Jersey, Massachusetts, Rhode Island, Connecticut and Pennsylvania.