Pierrine Consulting has been named a Strategic Partner for The New Pour Summit ’26, bringing an African market research and strategy specialist into the July 25 gathering as the summit places consumer intelligence and evidence-led decision-making at the centre of conversations about the future of the continent’s beverage industry.
Founded and led by Seyi Adeoye, Pierrine Consulting is an independent marketing research and strategy firm with expertise spanning consumer research, brand strategy, innovation, market entry, route-to-market and growth strategy. The company says its work is focused on helping organisations understand markets and consumers well enough to make better business decisions. That capability is particularly relevant to an African beverage industry operating across highly fragmented markets.
Africa does not represent a single consumer environment. Beverage companies have to navigate differences in purchasing power, retail structures, cultural behaviour, demographics, regulation and consumption occasions across countries and even within individual markets. For businesses attempting to identify their next growth opportunity, understanding what consumers are doing is only part of the challenge. The harder question is often why they are doing it and what those behaviours could mean for future demand.
This is where market research becomes commercially important. Pierrine’s work has historically covered both quantitative and qualitative research, alongside strategy and innovation assignments. Its stated areas of expertise include consumer behaviour, market feasibility, growth identification and quantification, route-to-market programmes and technology-enabled research.
The consultancy also has a significant connection to the food and beverage sector. Pierrine identifies food and beverage among the key verticals in which its team has in-market experience, alongside beauty, manufacturing and financial services.
Its involvement with The New Pour Summit therefore extends an existing area of expertise into a broader industry conversation. For the summit, the partnership reinforces one of the central questions behind its 2026 theme: “Liquid Resilience: Africa Future-Proofing Beverage Brands in Africa’s VUCA Market.”
The theme reflects an industry confronting volatility, uncertainty, complexity and ambiguity across markets where consumer behaviour can shift faster than conventional planning cycles. For beverage businesses, that creates pressure to improve the quality and speed of the intelligence feeding commercial decisions.
A new product, for example, may require more than evidence of category growth. Companies need to understand the consumer occasion, price sensitivity, competitive landscape, distribution realities and cultural context surrounding the opportunity. Similar questions arise when businesses enter new markets, redesign portfolios or determine where to allocate increasingly constrained marketing and investment resources.
Pierrine’s strategic focus sits directly within that decision-making problem. The firm was founded in 2016 and has subsequently expanded its research capabilities across commercial and development-related work. In 2023, it launched a Development Studies division covering areas including behavioural studies, impact assessments, monitoring and evaluation, and knowledge, attitude and practice research.
Adeoye has also been active in Nigeria’s professional research industry. Pierrine announced that its CEO had been recognised as a Fellow of the Nigerian Marketing Research Association, describing his work as spanning the research industry in Nigeria and beyond.
The consultancy’s relevance to the summit is therefore not simply about supplying research. It is about bringing the discipline of translating market evidence into commercial choices into a room where beverage leaders are examining growth, innovation and resilience.
That distinction matters in African markets. Consumer data can reveal what is happening, but strategic interpretation determines what a company does with that information. For beverage businesses, the difference can influence everything from portfolio decisions and pricing to brand positioning, route-to-market and the identification of emerging consumer segments.
The New Pour Summit ’26 will bring together more than 20 speakers from African markets for discussions spanning market intelligence, channels and distribution, product innovation, capital and investment, advertising, brand and marketing, culture and consumer trends, and business turnaround strategies.
The summit will take place on July 25, 2026, at the Golden Tulip Westlands in Nairobi, with online participation available through its hybrid format.
Pierrine Consulting’s role as Strategic Partner adds a market-intelligence dimension to that agenda at a time when beverage companies are being forced to make decisions in markets where historical assumptions are becoming less reliable.
For an industry trying to future-proof its brands, the value of better intelligence may ultimately be measured not by how much data a company possesses, but by whether it can turn that intelligence into decisions before the market moves.
That is the strategic question Pierrine brings to The New Pour Summit ’26. Africa’s beverage future is being shaped by changing consumers, shifting markets and increasingly complex commercial realities. The companies best positioned for what comes next may be those that understand the signals early enough to act on them.
Read More:
