Africa's beverage industry, worth billions of dollars annually, will soon have its first intelligence platform dedicated entirely to the sector. The New Pour Summit 2026, organised by Drinkabl Africa and Drinkable Media, launches later this month as a hybrid event with physical attendance in Nairobi and a global virtual component.
The organisers chose "Liquid Resilience: Future-Proofing Beverage Brands in Africa's VUCA Markets" as their theme for the gathering. This reflects the real pressures facing beverage makers across the continent, from currency swings and distribution challenges to regulatory changes and fake products.
Tosin Balogun, co-convener of the summit and co-founder of Drinkabl Africa, said the event fills a major void. "Africa's beverage industry is a multi-billion-dollar sector, yet it has no structured storytelling machinery behind it," he told reporters.
"Drinkabl Africa and The New Pour Summit are the first to change that," Balogun added, explaining that the organisers wanted delegates to leave with actionable insights they could implement immediately in their businesses.
Nigeria's situation illustrates the complexity of the operating environment. The ongoing phase-out of sachet alcohol by NAFDAC has created a challenging landscape for brands navigating regulatory shifts.
Success in this climate will depend on knowledge rather than size alone, according to Balogun. He pointed to Kenya's Java juice category, which didn't exist five years ago, as proof that understanding market opportunities and overcoming barriers drives growth.
The summit will run eight-plus sessions covering strategy, market intelligence, distribution, innovation, capital, advertising and consumer trends. These include masterclasses, panel discussions, workshops and a fireside chat format.
One highlight is the cross-generational branding session led by industry expert Walter Serem. This will explore how heritage brands like Tusker have remained relevant for over a century while others disappeared, and how companies can innovate for younger audiences.
"Positioning is integral," Serem noted during the media briefing. "It's about being something for someone, not everything for everyone."
He stressed the importance of cultural context in Africa's markets. "A Red Bull strategy cannot just be copied in Africa — it must be localised," Serem said.
With Nigeria's economy and creative sector in transition, the summit aims to equip attendees with practical tools for navigating change. Programming focuses on real challenges practitioners face, from turnaround strategies to accessing capital and managing distribution networks.
Registration opened at newpour.drinkabl.media. Virtual passes cost $30 or KSh 4,000, while in-person reserve passes are $70 or KSh 9,000.
Group registration is available through Selar.
