Ghana: Accra Brewery Limited introduces its newest brand, Stone Strong Larger Beer

Accra Brewery Limited (ABL), the Ghanaian subsidiary of global brewery giant, SABMiller, has announced the launch of its newest beer brand onto the Ghanaian market, the Stone Strong Larger beer, The Ghanan News Today communicated on November 14.

The beer product, which is mainly targeted at men, is set to bring the competition to the doors of major beer brand, Star which till date, has maintained leadership position on the Ghanaian Market.

CITI BUSINESS analysis indicates that the Stone Strong beer, as part of its brand positioning process would seek to warm its way into the hearts of the hardworking men in Ghana who according to ABL’s branding strategy, deserve an extra refreshing beer that rewards them for a job well done.

The introduction of Stone Strong Larger is seen as an attempt by ABL to bounce back to winning ways, especially following its lackluster performance in the third quarter of this year and with all indications showing that the company might record a fall in its profit levels for this financial year.

But it is expected that the strong and in depth experience of newly appointed Managing Director, Grant Liversage who takes over from Gavin Brown, would come in to improve the fortunes of the brewer. Grant Liversage who is a seasoned chartered accountant and has worked in Hong Kong, South Africa, Zambia and Swaziland would have the biggest challenge of making the Stone Strong Larger perform creditably following the unsuccessful effort of the company to make any impact with other brands like the Miller Genuine Draft, a major beer brand in South Africa.

After Club Beer’s inability to grab any market share from Star Beer the fate of the Stone Strong Larger is yet to be decided.

However, with experienced hands like Ekyi Quarm and Bill Quansah still in the camp of ABL, Stone Strong might just replicate the success story of Castle Milk Stout.

16 November, 2005