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Accra Brewery Limited Unveils New-Look Stone Strong Lager and Relaunches its Mini Bottle

16 November 2012

Accra, Ghana - 14 November 2012: Accra Brewery Limited has introduced a new look for one of its flagship brands, Stone Strong Lager, at an impressive ceremony at the La Palm Royal Beach Hotel in Accra.

In addition to the new label that gives the brand a fresh and novel appearance, the occasion was also used to re-launch the mini size of the global award-winning beer in a 375 ml bottle.

Both initiatives were inspired by Accra Brewery’s firm commitment to constant innovation and the need to satisfy the evolving expectations of Stone Strong Lager consumers.

The event, which was attended by key distributors, retailers, media practitioners and other invited guests, was highly interactive and very much alive with sessions of contemporary music in resonance with the brand.

Brewed using the finest variety of spring barley, malt and high quality hops, Stone Strong Lager is specially made for urban males celebrating their achievements and inner strength. Offering consumers more taste and satisfaction, it remains a refreshing beer with a rich golden colour.

The brand has established itself as a global award-winner in recognition of its consistency in taste and superior quality. Stone Strong Lager has won a Monde Gold Award for Quality for two consecutive years, 2011 and 2012. This makes the brand the only Ghanaian beer to have ever won a Monde quality award, a definite endorsement by the world’s most prestigious quality award institute.

Launching the new-look Stone Strong Lager, the Managing Director of Accra Brewery Limited, Gregory Metcalf, said, “The new label bears a bold metallic gold look to portray the sterling quality of the brand with the iconic “S” representing the seal of quality. In a nod to the international Monde Selection Gold medal, which has been won by Stone Strong Lager consecutively in 2011 and 2012, the medal is represented at the bottom of the front label so we can proudly embed our quality ethic in the brand iconography”. He added that, “The label maintains its unique red rays which blend well with the rest of the visuals to give it a bold new look.”

Marketing Director of Accra Brewery Limited, Michael Olsen, added, “Accra Brewery Limited will continue to respond to the demands of the market through our exceptional creativity and innovativeness.”

Accra Brewery Limited first introduced Stone Strong Lager to the Ghanaian market in 2006 in both the big bottle (625 ml) and mini bottle (375 ml). However, the mini bottle has been off the market for the past year. The re-launch comes at a time of increasing demand by consumers for the re-introduction of the mini bottle which will now be sold at a recommended retail price of two Ghana Cedis (GH¢2) per bottle.

Stone Strong Lager is still available in the large bottle, and with the re-introduction of the mini bottle, consumers now have the option to enjoy the beer with the new bold look in their preferred bottle size from their favourite bars and outlets because they have earned it.

Notes to editors:

About Accra Brewery Limited (A subsidiary of SABMiller plc)

Accra Brewery Limited (ABL), originally known as Overseas Breweries Limited, was established in 1931, becoming the first brewery in the then Gold Coast. In 1975, the locally registered Accra Brewery Limited acquired Overseas Breweries assets.

Today, Accra Brewery Limited is a public company engaged in the manufacture, marketing and distribution of beer, sparkling soft drinks and non-alcoholic malt beverages. Its flagship brand is the iconic Club Premium Lager, which has been a part of every single milestone in Ghana’s history since 1931. ABL’s other brands are Club Gold Export Lager, Castle Milk Stout, Stone Strong Lager, Chairman Malt Liquor, Club Shandy, Redd’s Fruit Fusion, Peroni Nastro Azzurro, Chibuku Shake Shake, Castle Milk Malt, Club Cola, Club Muscatella, Club Orange, Club Soda and Club Quinine Tonic.

As a subsidiary of SABMiller plc, ABL understands that its profitability depends on healthy communities, growing economies and the responsible use of scarce natural resources. These issues are therefore integrated into the business through SABMiller’s 10 sustainable development priorities.

ABL’s mission is to own and nurture local and international brands that are the first choice of consumers and customers in Ghana.

About SABMiller plc

SABMiller plc is one of the world’s leading brewers with more than 200 beer brands and some 70,000 employees in over 75 countries. The group’s portfolio includes global brands such as Pilsner Urquell, Peroni Nastro Azzurro, Miller Genuine Draft and Grolsch, as well as leading local brands such as Aguila (Colombia), Castle (South Africa), Miller Lite (USA), Snow (China), Victoria Bitter (Australia) and Tyskie (Poland). SABMiller also has growing soft drink businesses and is one of the world’s largest bottlers of Coca-Cola products.

In the year ended 31 March 2012 the group reported EBITA of US$5,634 million and group revenue of US$31,388 million. SABMiller plc is listed on the London and Johannesburg stock exchanges.

Contact details
Accra  Brewery  Limited  
Tel:  030  2688851-6

Ms.  Adjoba  Kyiamah 
Corporate Legal  Affairs Director
Tel:  030  2688857

Ms.  Worlasi  Bedu-Mensah 
Corporate  Communications Manager
Tel:  030  2688851-6

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This is a SABMiller subsidiary news release, it was first published in its local market on 14th November 2012.
















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