Would you work 10 hours for one beer?
The amount of time that people in any one country have to work in order to pay for a beer is one economic indicator that is followed closely by the world's second largest brewer, SAB Miller.
Faced with a drop in demand in Europe, the company is trying to cut costs and reduce the price of entry-level beer in places like Africa.
Graham McKay, chairman of SAB Miller, spoke to the BBC's Today programme to explain the company's Africa strategy.
He suggested that in order to encourage sales, a single beer should not cost more than the average person earns in half an hour.