E-Malt.com News article: Ghana: Accra Brewery Limited believes its market share could grow above 50% thanks to ongoing capacity expansion

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 Ghana, GhanaWeb reported on July 3.

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 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.


04 July, 2014