SABMiller subsidiaryNileBreweriesfirstconcocted thesorghumbeerrecipe in 2002 (it alsoscoredlowersorghum beertaxes), making it an early mover inthe sub-pyramid space.
Diageo found creative ways to trim the price, by using local barley and sorghum, by putting the beer in big kegs rather than costly bottles and by inventing a cheap hand-pump to serve it.