Season 15 Episode 4

Andrea Quaye on why brands must earn their place in culture

30 September 2026 · 25:15 min

Brand culture can create enormous commercial value, but companies must earn the right to become part of the traditions and occasions people care about.

Andrea Quaye, Marketing Director at HEINEKEN Beverages, explains how brands can participate authentically in South African culture while… recognising the responsibility that comes with their influence.

Quaye discusses why consumer insight must drive decisions around marketing, pricing, distribution, and even product formulation. She explains how HEINEKEN decides whether brands naturally belong in spaces such as rugby, fashion, music, and social occasions instead of forcing connections that lack credibility.

The conversation also explores responsible alcohol marketing and changing consumer behaviour, including growing interest in alcohol-free alternatives. Quaye discusses balancing the consistency of global brands with distinctly South African insights and why marketers still need to speak directly to consumers rather than relying solely on AI and digital data.

She also reflects on heritage brands such as Amarula and JC Le Roux and how businesses can contribute meaningful value to the cultural ecosystems that helped build them.

0:00 Intro
1:44 How brands earn cultural relevance
5:08 Putting consumers at the centre
7:35 Responsible alcohol marketing
9:17 Changing attitudes towards drinking
11:44 Global brands and local culture
14:23 Why marketers must understand real consumers
18:37 Protecting South African brand heritage

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