Beverage producer, Accra Brewery Limited (ABL), has hosted an awards ceremony at the Golden Tulip Hotel in Kumasi, the Ashanti regional capital, to celebrate and honour its hardworking key distributors for their sterling contribution towards the fortunes of the company in 2016.
The Dinner and Awards night, an annual affair, constitute part of the company’s relationship building activities with its key distributors. Over 60 firms attended the event which was spiced with riveting live band music and healthy food and drinks.
At this year’s event four key distributors won awards in the Gold, Silver, Bronze and ‘Most Improved Distributor’ categories, taking home handsome prizes of GHC 20,000, GHC 15,000, GHC 10,000 and GHC 4,000 and cases of ABL products, for their exceptional performance. Detela Company Ltd won the Gold Award, Denby Enterprise took home the Silver award whiles Emmanuel Brenya Enterprise snatched up the Bronze prize.
The new categories introduced during the year under review include; Agyei Baffour and Sons; most improved, Mackay and Company; Highest Performance (Shandy), Ciamrco Ltd; Highest Performance (Eagle Lager Beer), Tolarem; Highest Volume ( Chairman Bitters) and Satea Enterprise; Longest Serving Key Distributor.
In a brief speech, newly appointed ABL Country Director, Philip Redman indicated the company’s appreciation of the long standing mutually beneficial relation it has with the distributors. He congratulated the distributors for their hard work and noted that the rewards are also meant to motivate others to improve their performance.
Mr Redman stressed that ABL has experienced tremendous growth over the past few years as a result of the hard work of the distributors and asked them to continue having immense faith in the company.
He further informed the gathering of the start of another expansion project at the cost of 30million dollars which involves the construction of a new packaging line, following the recent completion of a 100 million dollar project of similar nature. This will increase the capacity of the factory in furtherance of the volume growth agenda to meet market demand.
Mr Redman also stressed the commitment of ABL to contribute to the campaign on reducing underage drinking through its responsible retailer training programme, among others.
He noted “Your performance had a huge impact on sales volumes and profit margins for the company. Club beer, our flagship brand, is number one on the Ghanaian alcoholic beverage market due to your hard work. We shall not compromise on quality and customer satisfaction”.
Accra Brewery Limited has been a major player in the Ghanaian alcoholic and non-alcoholic industry since 1931. It offers a wide variety of brands such as Club Premium Lager, Castle Milk Stout, Chairman Bitters, Eagle Lager and Beta Malt, which have become strong favourites of Ghanaian consumers. In October 2016, ABL became a member of the AB InBev (ABI) family after its parent company, SABMiller, was acquired by ABI.