Aphro Beverages

This case focuses on distribution, sales, and product decisions as Aphro Beverages reaches an inflection point in its growth trajectory. In 2020, Aphro Beverages, based in Accra, Ghana, successfully launched its brand and brought two new alcoholic spirits products to market. These stylishly packaged distilled liquors were modern takes on Ghana's traditional palm wine, coming in three bottle sizes. Entering 2022, Aphro depended primarily on direct-to-retail distribution, selling to on-trade venues, such as bars, clubs, and restaurants, and off-trade venues, such as liquor stores and other retail outlets. Aphro's marketing strategy leveraged celebrity and social-media influencer endorsements, high-profile events, and digital/online advertising. The case poses questions over whether Aphro should now partner with a distributor and what the characteristics of a good distribution partnership would be. The case presents possible distribution partners, including a partner that would deepen penetration domestically within Ghana, a partner that would broaden reach across Africa, and a partner that would cater to the African diaspora market in Europe and the United States. Additional considerations raised in the case include choosing when and which new investors to take on and where to invest to maximize return on go-to-market investment.