Ghana: Guinness Ghana Breweries Group unveils new outlook for Star Beer

Guinness Ghana Breweries Group (GGBL), the nation’s leading brewer, has unveiled a new advertising campaign and outlook for its leading lager brand, Star Beer, Graphic Ghana posted July 06.

The exciting campaign is expected to drive the brand’s leadership position in the Ghanaian market.

A statement from Guinness said the content and its quality as a refreshing beer brewed from the finest quality malted barley, maize grits, hops and other special ingredients were still intact.

Since its introduction in 1960, Star has been at the centre of many social occasions in Ghana.

The statement quoted the Managing Director of GGBL, Mr Devlin Hainsworth, as saying that “this is yet another step in line with GGBL's commitment to create great times and experiences with our brands which is one of the three pillars of our strategy to create Ghana's most celebrated business”.

The Star tagline had also changed from “Experience the Brightness” to “Share the Brighter life”, the statement said.

The Head of Marketing-GGBL, Mr George Andah, said, “Star as part of its effort to enhance its daily engagement with its consumers has created a whole new experience with this new campaign to extend brighter moments of life”.

He said the symbol of brightness the Star had had also changed from silver and yellow to white and pale gold but with the prices of both 330ml and 625ml bottles remaining the same.

The new campaign will be on television, radio, billboards, the print media and will be supported with entertaining activities at the point of purchase and in-bar, the statement said.

E-malt.com, the global information source for the brewing and malting industry professionals. The bi-weekly E-malt.com Newsletters feature latest industry news, statistics in graphs and tables, world barley and malt prices, and other relevant information. Click here to get full access to E-malt.com. If you are a Castle Malting client, you can get free access to E-malt.com website and publications. Contact us for more information at marketing@castlemalting.com .