Ruut Extra premium beer wins 2012 emerging brand award
RUUT Extra premium beer, Ghana’s first cassava-based beer, has been adjudged the 2012 Emerging Brand of the year by the Chartered Institute of Marketing Ghana (CIMG) at its 24th National Awards.
Ruut Extra, produced by Guinness Ghana Breweries Limited (GGBL), Ghana’s leading beverage business, is brewed to the highest international standard with locally sourced cassava.
Since its launch in December 2012, the beer has been adored by consumers for its distinctive and refreshing taste, and possessing just the right level of bitterness.
Ruut Extra was unanimously adjudged the Emerging Brand of the year as its leveraged consumers’ feelings of national pride and provided a clearly differentiated positioning that offers superior value to consumers at an affordable price.
The award is also in recognition of the contribution the brand is making to local farming communities by supporting the livelihoods of local farmers, a guaranteed purchaser of produce at a market price, empowering farmers to provide for their dependants and expand their operations.
Agnes Essah, Marketing Director of GGBL, said ‘we are delighted with this award because it demonstrates our ability to innovate winning products using locally sourced raw materials such as cassava, sorghum and maize.
With the launch of Ruut Extra Premium Beer, GGBL continues to demonstrate its commitment to the sustainable livelihoods of local farmers, their families, communities and the country at large.
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