In the 1960s Supermalt drinks were created for the Nigerian Army as a dietary supplement to help re-energise troops by giving them the nutrients their diet lacked. Throughout the next decade, the sale of Supermalt spread across Africa and the Caribbean, eventually arriving in the UK in 1978.

In the current market, Supermalt is enjoyed by people of all ages at many communities and family events as well as big religious festivals such as Easter and Christmas but is also for everyday general consumption. Social media has been utilised by Supermalt in order to create a closer connection with their consumers and to share the love that they have for the brand. 

The primary target consumer group for malt drinks is among the Afro-Caribbean population, representing more than 1 million people in the UK, with the single largest European market for malt drinks being London.