Posted: Wednesday 11th June 2014 at 17:06 pm

Eagle Lager rewards wholesalers in Eastern Region


Eagle Lager, a product of Accra Brewery Limited, has climaxed its Eastern Eagle Wholesaler promotion dubbed ‘Eagle Reseller Project’ with the presentation of Tuk Tuk/ Tricycles with branded containers to four winners at the GNAT Hall, in Koforidua.

The winners include L.H Enterprise, Sra Memorial, Nana Topen Enterprise and C&J Enterprise.

Eagle Lager is an innovative brand brewed from 70% locally grown cassava.

The Eagle Reseller Project was designed to encourage wholesalers to make available ABL’s cassava beer, Eagle Lager at the recommended retail price and ensure a constant supply to retailers. This in turn has a positive impact on sales volumes, thereby creating a constant demand for the raw material – cassava.

During the thirteen-week activation period within Koforidua, Akosombo, Kpong, Somanya as well as the environs of Mampong, Kyebi, Kukurantumi, Nkawkaw and Akim Oda, the four winners recorded impressive sales figures.

The introduction of the Eagle Lager, cassava beer brand by Ghana’s premier brewery in March 2013 has created a significant number of direct and indirect sources of employment for cassava farmers and others along the value chain.

Presenting the Tuk Tuk/ Tricycles to the four winners, Hans Darfour, the District East Distributor Manager, at ABL commended the wholesalers for their zeal and enthusiasm which saw them meeting the set targets.

He encouraged other wholesalers to devise innovative means of inching up their sales to support the growth of the brand. 

‘The promotion will be replicated in other regions so that our distributors and retailers in those regions will also have a feel of the ‘Eagle Lager experience’ which inspires and rewards excellence’, he added. 

Mr George Teye, Proprietor of SRA Memorial in Somanya who spoke on behalf of the winners was thrilled and thanked Accra Brewery Ltd for giving their businesses a boost.  He assured the company that the tricycles will be used for their required purpose. He said they will continue to sell Eagle Lager in order to also create the necessary market for cassava farmers.

Eagle Lager which has an Alcohol by Volume (ABV) of 6.5% is Accra Brewery’s second brand produced from locally grown raw materials. Since its introduction into the Ghanaian market in 2013, the brand has made tremendous strides and has been major boost to cassava farmers’ livelihood by providing a ready market for their yields.

Last year, Accra Brewery supported the 29th National Farmers’ Day by presenting a power tiller and two motor carts to the Ministry of Food and Agriculture for the National Best Cassava Farmer and the Regional Best Cassava Farmers for the Volta and Eastern regions.

Eagle Lager is currently sold in the Eastern, Volta, Central and Western regions in its 375ml pack at various wholesale and retail outlets.

SABMiller Plc, the parent company of Accra Brewery was the first company worldwide to introduce cassava beer brand, ‘Impala’, in Mozambique in 2011.

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