Marketing practices to promote indigenous fermented alcoholic beverages in the tropics

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review

2 Citations (Scopus)


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.

Original languageEnglish
Title of host publicationIndigenous Fermented Foods for the Tropics
Number of pages17
ISBN (Electronic)9780323983419
ISBN (Print)9780323985536
Publication statusPublished - 1 Jan 2023


  • Alcoholic beverages
  • brand
  • consumer
  • marketing
  • tropics

ASJC Scopus subject areas

  • General Medicine
  • General Immunology and Microbiology


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