Eagle Lager rewards wholesalers in Eastern Region

Eagle Lager, Accra Brewery Limited’s (ABL) innovative brand brewed from 70% locally grown cassava, has climaxed its Eastern Eagle Wholesaler promotion dubbed ‘Eagle Reseller Project’ with the presentation of TukTuk/Tricycles with branded containers to four winners at the GNAT Hall, in Koforidua.

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

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 (13) 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 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. The initiative is a partnership between Accra Brewery and Dutch firmDATCO, which buys the cassava directly from the farmers.

Presenting the TukTuk/Tricycles to the four winners, Hans Darfour, 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 figures to support 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 a major boost to cassava farmers’ livelihood by providing a ready market for their yields.

In that same 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 375ml packs at various wholesale and retail outlets. The recommended retail price is GH₵1:50 and can only be enjoyed by persons 18 years and above.

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