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.
- 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.
Accra Brewery Limited
Tel: 021 6888516
Adjoba Kyiamah, Corporate Affairs Manager
Tel: 021 688857
Gladys S. Azure, Brand Manager
Tel: 024 4591823
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