Marketing practices to promote indigenous fermented alcoholic beverages in the tropics

Indigenous fermented alcoholic beverages are produced and consumed in almost every part of the tropical world. The absence of effective marketing practices is the missing link in successfully incorporating indigenous fermented alcoholic beverages in the international market. Many tropical countries lack the appropriate policies, value chain systems, and implementation strategies. However, a few cases highlight the successful use of traditional marketing avenues such as print media and buyer-seller meets, while others use social media platforms and smart branding and packaging technologies. Even though these practices are not yet widely adopted, they have proven to be effective and possess the potential to catalyze a global indigenous fermented alcoholic beverages marketing frenzy. Hence, this chapter highlighted the marketing practices involved in promoting indigenous fermented alcoholic beverages, as well as the challenges and opportunities facing the industry.