African drinkers are after "quality" over price when it comes to their beer, Heineken's boss for the region told CNBC, as the drinks giant targets the rapidly increasing market for alcohol.
Africa is set for huge growth in the beer space with a burgeoning middle class, an increasing number of people coming into the legal drinking age, and rising disposable incomes. But drinkers in the region are not after a cheap product.
"I think what it will be is an all-price offering. It's very important that you pick up…magic price points," Siep Hiemstra, president for Africa and the Middle East at Heineken, told CNBC in a TV interview.
"You basically offer a beer at a price point people can afford and it definitely doesn't mean cheap beer. It means branded beer…Africans really love quality. You have to offer quality but at an affordable price."