Accra Brewery Limited Launches CASTLE MILK MALT
4 May 2010
"Well-being and Satisfaction in One Gulp"
Accra Brewery Limited launches CASTLE MILK MALT (CMM), a highly nutritiuos non-alcoholic malt drink enriched with lactose that goes beyond the benefits of an ordinary malt.
Accra / 30th April 2010
Following its commitment to continuous innovation and delivery of quality brands to the Ghanaian consumer, Accra Brewery is once again delighted to introduce to the market its newest innovative brand - CASTLE MILK MALT (CMM).
CASTLE MILK MALT is a highly nutritious non-alcoholic milk malt beverage brewed from the finest malt and enriched with lactose and essential vitamins. We are proud to introduce it as part of our rich and vibrant portfolio of brands enjoyed by Ghanaians across the entire country.
Speaking about the brand at the launch, the Technical Director of Accra Brewery Limited, Richard Edzeame said not only has this new brand been formulated and developed from the finest malt and enriched with all essential vitamins, but has also been blended with lactose to give the consumer the full satisfaction. "The first of its kind in the local malt market" he added.
The ‘Castle' Way:
"As life and business pick up in Ghana, busy lifers deserve a unique malt beverage, which can offer superior nourishment, well-being and satisfaction in one single gulp; The Ghanaian consumer has yearned long enough for something way beyond the ordinary malt - a malt which offers additional benefits and can keep them going for as long as they want" - Chris Wulff-Caesar, Marketing Director of Accra Brewery Limited
The Making of ‘CASTLE MILK MALT':
Over the last few months, Accra Brewery has comprehensively evaluated the packaging, product taste, and advertising materials of non-alcoholic beverages both in Ghana, and other markets with the aim of offering a brand of malt that delivers better consumer satisfaction. The team has been working closely with the experts from different parts of the global SABMILLER group to develop CASTLE MILK MALT with Ghana as its first country of launch.
We discovered through this process that our consumers - mostly busy lifers - deserve very distinctive malt, which can offer superior nourishment, well-being and satisfaction in one single gulp. And Accra Brewery is delighted to provide just that for our cherished consumers.
CMM is specially made to complement fast-paced cosmopolitan life style of our cherished non alcoholic malt consumers. These Men & Women are enablers, progressive & distinguished in their various fields of endeavors.
The CMM Launch:
There will be an initial press and retail launch for the brand. This will take advantage of some selected integrated media in the country including TV, Print, Out-door and Radio which connects to the lifestyle of our cherished consumers. This will be followed with series of consumer interactions at some selected outlets to give the consumers the chance to try this brand.
Recommended Retail Price & Availability
The recommended selling price for CASTLE MILK MALT is GH¢1.00 per 330ml. This price point offers an extra 30mls per bottle more than similar non alcoholic malt drinks, which come in the 300ml bottle. In other words, consumers will be getting extra value at same price.
CASTLE MILK MALT - beyond an ordinary malt . . .
Notes to editors:
About Accra Brewery Limited (a subsidiary of SABMiller plc)
Accra Brewery Limited has been proudly operating within the country since 1931. The company's principal activities are the manufacturing and distribution of alcoholic and non-alcoholic drinks. The company's brand portfolio includes Club Gold, Club Premium Lager, Castle Milk Stout, Stone Strong Lager, Chairman Malt Liquor, Redd's Fruit Fusion, Peroni Nastro Azzurro, Club Shandy, Castle Milt Malt and Club Minerals.
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 largest brewers with brewing interests or distribution agreements in over 60 countries across six continents. The group's brands include premium international beers such as Grolsch, Miller Genuine Draft, Peroni Nastro Azzurro and Pilsner Urquell, as well as an exceptional range of market leading local brands. Outside the USA, SABMiller plc is also one of the largest bottlers of Coca-Cola products in the world.
In the year ended 31 March 2009, the group reported US$3,405 million in adjusted pre-tax profit and group revenue of US$25,302 million. SABMiller is listed on the London and Johannesburg stock exchanges.
Accra Brewery Limited Tel: /e-mail (021-688851-6)
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Note, the news release was first published in its local market on [30/04/2010].