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Guinness Ghana Breweries Limited has launched a new alcoholic beverage onto the Ashanti market known as “Odehye3 Beer”.
The unveiling of Odehye3 Beer is in line with GGBL’s commitment to satisfy the demands of its numerous consumers.
Odehye3 Beer which comes in 625ml and 300ml bottles is a beverage which celebrates the true rich Ashanti heritage and royalty; thus about 70 per cent of the raw materials used being sourced locally.
Speaking to Ultimate Business at the launch of the product on Farmers’ Day, Marketing and Innovations Director at GGBL, Melanie Ramsey said the new product was very different from any other on the market.
“This is a very unique beer that we’ve created solely for the Ashanti people so we used local ingredients, brewed it at the local brewery, packaged locally and all of the packed designs have been designed specifically for Ashanti and the taste developed specifically for this region”.
“Because the Ashanti people are known as descendants of royalty, the name Odehye3 seems like an actual fit for a beer for this region”, Melanie Ramsey added.
Also Corporate Relations Director at GGBL, Gabriel Opoku Asare added that his outfit sourcing about 70 per cent of local raw materials for Odehye3 Beer is to create sustainable livelihoods for Ghanaian farmers.
“We have a big agenda to build thriving communities and by sourcing locally, we know the farmer knows that there is a ready buyer for whatever they produce.
It is also clearly aligned to the government’s “Planting for Food and Jobs” agenda and we are committed to it”.
“Guinness Ghana started from the place of 12 per cent in 2012, currently we are at 48 per cent and we want to move our local inputs to 70 per cent by 2020,” he said.
“We currently source sorghum, maize and cassava and in addition we’ve got 70 per cent sorghum mixed with malt”, Mr. Opoku Asare mentioned.