Diageo is depending on smaller sized bottles to persuade more drinkers to sample its drinks and drive business growth in Africa.
Under its growth plan, the company has launched new 200ml containers of Johnnie Walker Red in three countries.
The 200ml bottle, which is smaller than a third of the size of normal bottle of spirits, offers six servings at a cost of GHS12 ($5.43), making it equal in price to Guinness beer that is sold at GHS2.10 ($0.94) per 330ml bottle.
Speaking at an investor conference in London, Diageo managing director Gerald Mahinda was quoted by Bloomberg as saying that there is a perception that spirits are expensive in Africa.
"This allows people to try them," Mahinda added.
The introduction of smaller bottles in 2010 has led to an average growth of 60% per year in the country, claims the company.
In 2012, Diageo began selling the small sized bottles in Ghana and Nigeria.
Investec analyst Martin Deboo told the website that with its mini-bottles, Diageo is taking a page from consumer-goods giant Unilever, which has long sold small sachets of shampoos and soaps in Asia for just pennies apiece.
"It's about educating the consumer -- clearly most Africans aren't going to go straight for 700-milliliter bottles of Johnnie Walker Blue," Deboo said.
"It's not just about price -- it's a sampling strategy."
To get a market hold in Africa, the company is working with mainstream bars and pubs to attract lower-income drinkers who have not consumed its brands.
