Snapp, If You Don't Want a Beer

Three glamorous women stroll past bouncers into the VIP lounge of a trendy club. Rejecting the offer of a beer, they reach for a sparkling drink in a fluted glass before hitting the stage to sing for an adoring audience. It’s not a scene from a music video, but Diageo’s latest sales pitch to Kenyan women. The world’s biggest distiller recently introduced an apple-flavored alcohol drink called Snapp, targeting female consumers in hopes of luring them to a more profitable alternative to beer, the predominant alcoholic beverage across Africa. The “Snapp Sisters” in the ads embody a growing wave of independent women, Diageo says, with their own decisions to make—and money to spend.