ABC Golden Lager beer re-launched in style

At a press briefing held at the Mantse Agbonaa park near James Town in Accra, the breweries company announced that the beer is being reintroduced due to high demand by customers.

The ABC Golden Lager beer was first produced in Ghana in 1973 – which is 45 years ago – but its production was halted some years back.

Speaking at the re-launch of the beer, Communication Manager, Nana Boakye Yiadom, said the new ABC Golden Lager beer is made from70% of locally sourced raw materials.

“I’m proud to say we have about 70% of locally sourced raw materials in the production of ABC Golden Lager beer and we are using modern technology that delivers its truly satisfying and refreshing taste,” he stated.

Marketing Manager for innovations and customer connectivity, Kofi Allaglo, also stressed that the product is being reintroduced into the market due to high demand by customers.

He was, however, quick to add that the beer is being launched as a limited edition, insisting there is a clear plan for its sustainability this time round.

“We spoke to consumers, we spoke to our colleagues, we spoke to our partners and everyone. They all said ‘why don’t you bring back ABC?’. So that’s what we have done [to bring it back],” Mr. Allaglo explained.

“For sustainability, we are ready for the consumer and we’ve made all the preparations. I need to state that we are launching it as a limited edition. So as long as consumers will be asking for it, we will be ready to supply ABC Golden Lager beer to everybody,”  he added.

Also speaking at the event was Commercial Director, Obinna Onyalebechi, who touched on the marketing strategy to ensure that the new ABC Golden Lager beer remains competitive on the market.

According to him, the company has employed some strategic marketing techniques, including billboard adverts and radio jingles keep customers in touch with the product.

The small bottle (300ml) of the new ABC Golden Lager beer goes for just GHc2.50, while the bigger bottle (650ml) is sold for GHc4.00.