Kumasi, Oct 18, GNA - The Ghana Breweries Limited (GBL) has denied rumours that the ABC lager beer is of inferior quality that is why its unit price is cheaper as compared to the other brands of the company. It explained that the ABC lager was of the same superior quality as the Star and Gulder, but its relatively low price was a market strategy to raise the taste of consumers to the same levels of the two other brands.
ABC is currently sold at 4,500 cedis as against 5,500 cedis of Star and Gulder.
Major A.B. Don-Chebe (rtd), Corporate Affairs Manager of the GBL, gave the explanation at a press soiree in Kumasi on Friday. He said before the merger of the Kumasi Brewery Limited (KBL) and the Achimota Brewery, Star and Gulder were already far ahead in terms of patronage than the ABC.
There was therefore, the need after the merger of the two companies to improve on the quality of ABC and maintain its price low in order to entice consumers to patronise it.
Major Don-Chebe said the local beer market was growing with total consumption increasing every year.
He announced that the beer market grew by 25 percent last year, adding that the prospect for the beer market was encouraging. Major Don-Chebe, however, said the consumption of beer in terms of per capital was very low in Ghana as compared to other countries in the sub-region.
He said per capital consumption of beer in Ghana was four litres per year as against 16 litres per year in Nigeria.