Business News of 2014-07-03

ABL releases Stone Lager Beer onto the market

The Managing Director (MD) of Accra Brewery Limited (ABL), Mr Anthony Grendon, has said the company is investing about US$100 million to expand its brewery capacity in the country.
The ABL MD explained that “Our potential to grow the beer market has been curtailed by our lack of capacity, and that is why we are investing that money,” he said.
Mr Grendon, who disclosed this in an interview with the media shortly after the launch of the new Stone Lager Beer on June 11, 2014 in Accra, said “We believe our market should grow way above the 50 per cent and the expansion will help us get there,” he added.
He said the rice industry in the country was expected to receive a fair share of the returns on that investment as the company hit the market with its new Stone Lager Beer made from locally produced rice.
He said their new Stone Lager Beer was the first ever beer in Ghana that was made from a locally produced rice, and, therefore, urged consumers to patronise the product, “so that the farmers could make more money”.
He said the main reason behind the use of the locally produced rice was to accelerate rice production in the country.
“This is the first ever rice beer made and produced in Ghana, so we are not only enjoying fantastic beer but we are also helping the local rice industry,” he said.
According to Mr Grendon, the new Stone Lager is an extension of the old Stone Strong Lager, noting that since the taste and preference of Ghanaian consumers keep changing, the company also needs to improve the brand to suit them.
The new Stone Lager has no added sugar, and that is part of the company’s concern for health issues. The alcohol percentage has also been reduced from 5.7 per cent to 5.2 per cent.
It has a warm golden colour which, according to Mr Grendon, symbolises the company’s brand.
The Sales Director of ABL, Mr Michael Oerlemans, also added that there would be a massive activation and promotion to help promote the brand.
He disclosed that retailers who bought five cases of Stone Lager would get one free case in a promotion that would last for two weeks.
The District East Sales and Distribution team of Accra Brewery Limited (ABL) has been honoured at the sixth Marketing, Sales and Distribution conference for SABMiller Africa held in Sun City, South Africa, this month.
The conference which is organized annually by SABMiller Africa forms part of a broader strategy to integrate its sales teams across Africa to discuss market trends, strategies and good practices across the region as well as reward and recognise excellence amongst outstanding sales teams.
This year’s conference which was on the theme, ‘Believe’ saw ABL’s District East Sales and Distribution Team, led by Mr Samori Gambrah, emerge as the Most Improved District in Africa for the 2013/2014 financial year.
The team was recognised for its exceptional skills in driving the growth of ABL’s brands and increasing sales in its territory to ensure an overall success of the business.
ABL’s East District territory covers Accra West, Eastern, Volta, Northern, and Upper East and Upper West regions of Ghana.
The team was adjudged the best out of a total of 36 Districts that make up SABMiller Africa’s sales teams in the 16 countries originally shortlisted for award.