Accra Brewery Limited (ABL) has introduced a new product, Redd's, which is a premium alcohol fruit beverage for women.
The launch of Redd's brings to six ABL's major brands in the market, including Club Beer, Stone and Vita Malt.
A statement from the company on Monday said Redd's has “a refreshingly crisp clean apple taste with an ABV of 4.5 per cent”.
“Never before in the history of the Ghanaian beer market has a product been launched that focuses on the feminine needs and aspirations of the lady consumer,” Mr Grant Liversage, Managing Director of ABL, said in the statement.
Mr Chris Wulff-Caesar, Marketing Director, said the introduction of the drink into the market would be supported with targeted and integrated marketing activities.
The promotional activities will include Redd's African Fashion awards, a continent wide competition, to be held in Accra, a paparazzi promotion with the winner becoming the face of the new Redd's campaign and a ladies' night out promotion.