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Ghana: ABL launches nationwide campaign for Redd’s, a premium alcohol fruit beverage

25 October 2008

Accra, 25/10/2008: Accra Brewery Limited (ABL) is proud to introduce Redd's, a premium alcohol fruit beverage made for the modern, confident woman.

Redd's is an international brand that enjoys a premium status in several countries around the world.  Redd's has a refreshingly crisp clean apple taste with an ABV of 4.5%.  Redd's is sweeter than lager and less filling.  It is therefore the perfect accompaniment to any ladies' night out.  Redd's comes in a 330ml flint bottle.

Grant Liversage, Managing Director of ABL states "Never before in the history of the Ghanaian beer market has a product been launched that focuses on the feminine needs and aspirations of the lady consumer.  It is here, Redd's, a premium alcohol fruit beverage made for the modern, confident woman".

The Redd's Campaign

Redd's introduction to the Ghanaian market will be supported with an integrated marketing campaign that reflects the stylish lifestyle women desire.
Activities include:

  • Redd's African Fashion Awards (an annual Africa wide competition);
  • A papparrazi promotion with the winner becoming the face of the new Redd's campaign; and
  • A ladies' night out promotion with the opportunity to win an all expenses paid VIP night out on the town.

Marketing Director, Chris Wulff-Caesar stated at the launch event "the introduction of Redd's to the Ghanaian market means that we have a brand which is perfectly suited to the lifestyle and taste buds of our fashion conscious Ghanaian ladies.''

Recommended Retail Price & Availability

Commenting on the launch of Redd's, Sales & Distribution Director, Michael Effah said "Redd's can be bought at night clubs, bars, hotels and supermarkets nationwide as well as ABL Cash & Carry centres.  The recommended retail price for Redd's is Gh¢1.30."


Notes to editors:

Accra Brewery Limited (a subsidiary of SABMiller plc)

Accra Brewery Limited (ABL) is a Ghana Club 100 company that has been proudly operating within the country since 1931.  The company's principal activities are the manufacturing and distribution of beer, non-alcoholic malt beverage, and sparkling soft drinks.  The company's brand portfolio includes Club Premium Lager, Castle Milk Stout, Stone Strong Lager, Vitamalt Plus+, Club Shandy, Chairman Malt Liquor and Club Minerals.
ABL's mission is to own and nurture brands that are the first choice of consumers and customers in Ghana.


Contact details  
  
Accra Brewery Limited 
Email: Internal.communication@gh.sabmiller.com
Tel: 021 6888516
  
Adjoba Kyiamah, Corporate Affairs Manager 
Email: adjoba.kyiamah@gh.sabmiller.com
Tel: 021 688857
  
Gladys S. Azure, Brand Manager 
Email: gladys.azure@gh.sabmiller.com
Tel: 024 4591823

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