Van Pur — GRAN MALTA Expansion Across Africa & Middle East

PProblem

Van Pur lacked non-alcoholic clear malt beverages offering adapted to the strong consumer demand across Africa and the Middle East, where malt drinks represent a major growth category driven by cultural preferences, affordability, and high consumption occasions. This absence limited portfolio competitiveness, distributor attractiveness, and long-term expansion opportunities in key export markets.

AActions

• Led the development and launch of GRAN MALTA, a non-alcoholic malt beverage tailored for African and Middle Eastern consumer expectations.
• Coordinated collaboration between R&D, production, export teams, and local partners to ensure industrial feasibility and market relevance.
• Defined market entry strategy including pricing architecture, route-to-market priorities, and distributor engagement.
• Adapted branding and communication to align with regional consumption habits and retail environments.

RResults

• Successfully established Van Pur in the fast-growing non-alcoholic malt beverage category.
• 12 African markets placed orders immediately at launch (2026), validating product-market fit and commercial scalability.
• Expanded portfolio relevance and strengthened distributor partnerships.
• Created a scalable platform for long-term growth across strategic export markets.