The new Stone Lager being unveiled.
Accra Brewery Limited (ABL), a subsidiary of SABMiller Plc, has unveiled its rebranded beverage dubbed, ‘Stone Lager’ onto the Ghanaian market.
The new Stone Lager, made from rice, the first of its kind in the country’s brewery history, replaces Stone Strong Lager, one of the several awards winning brands of ABL.
It has no additional sugar and comes with an Alcohol by Volume (ABV) level of 5.2 percent unlike the Stone Strong Lager, which had its ABV at 5.7 percent.
The liquid content of the new beverage is complemented by its fresh appealing 625ml golden bottle.
In addition to the 625ml bottle, the new barley malt, hops and water Stone Lager, also comes with a draught offering.
The Managing Director of Accra Brewery Limited, Anthony Grendon, in a speech to officially launch the improved beverage priced at GH¢3.80p, said ABL rebranded the Stone Strong Lager to respond to the changing needs of the Ghanaian drinkers because ‘we realized that their taste and demand patterns have changed and continue to do so.’
According to him, ABL’s decision to use locally produced rice in preparing Stone Lager was aimed at raising the living standards of Ghanaian rice producers and contribute to the growth of Ghana’s economy.
‘ABL, as a subsidiary of SABMiller, believes deeply in the principle of sustainable development, where through its actions it promotes and enhances the livelihood of local communities,’ he said.
‘By launching Stone Lager, we, at ABL, are putting our full support behind Ghana’s rice farmers, assuring them of a larger sustainable demand for their yields.’
He disclosed that the SABMiller’s subsidiary will invest an amount of about $100 million this year into production to enable it increase its operations, adding that ‘we believe our market share can grow above 50 percent.’
Meanwhile, ABL’s Sales Director, Michiel Oerlemans, stated that the company places a high premium on its trade partners.
Accra Brewery Limited, originally known as Overseas Breweries Limited, was established in 1931, becoming the first in the then Gold Coast.
In 1975, the locally registered Accra Brewery Limited acquired the assets of Overseas Breweries.
Today, ABL is a public company engaged in the manufacture, marketing and distribution of beer, soft drinks and non-alcoholic malt beverages.
Its flagship brand is the iconic Club Premium Lager.
BY Melvin Tarlue
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