It’s commendable that Ghanaians are venturing into the local beverage business while taking steps to embrace the principles of business i.e. branding, advertising and marketing, among others.
However, there’s a lot of work to be done if Ghana wants to remain relevant and sought-after globally.
Also, there will be a rippling effect on all members of this chain of business – bottling companies, transportation, advertising and the likes when the SMEs are able to thrive in the Ghanaian economy.
Going global with Ghanaian beverages will mean that producers of indigenous drinks must create visual appeal for our drinks which already have the ready market for consumption and sale.
A few individuals are making efforts at branding drinks like sobolo, apio, pineapple juice, which are generating some excitement on the market.
The upswing in small and medium enterprises in beverage production is testament to the opportunities that abound for local manufacturing and the entire value chain.
Research conducted in 2017 by Asoko Insight, Africa’s largest online repository of privately-held company information, indicates that on the average, Ghanaians spend around 42 percent of their income on food and beverages alone, placing income growth at the core of the sector’s success.
The government of Ghana projects that by 2021 the $1,000-5,000 income segment will include 50 percent of all households, up from around 30 percent currently.
The attempt to create brand identities, however, is not to quash the beautiful things done by indigenes with clay pots and similar vessels.
In line with promoting the local beverage industry, Global Media Alliance has instituted the Ghana Beverage Awards (GBA) to honour beverage producers in the country.
This drive seeks to complement the efforts of the Ministry of Tourism, Arts and Culture and Ghana Tourism Authority in promoting made-in-Ghana goods and services.
In accordance with the “See Ghana, Eat Ghana, Wear Ghana, Feel Ghana” campaign, a bid aimed at igniting the ‘’I am Ghanaian’’ spirit, Global Media Alliance has introduced Drink Ghana through GBA.
Speaking on preparations ahead of the 3rd edition of the awards set to come off in March this year, Global Media Alliance Chief Executive Officer (CEO), Ernest Boateng said: “We seek to promote local entrepreneurship in the beverage space to grow Ghana’s economy, this is why we have introduced the Drink Ghana drive, endorsed by the Ministry of Tourism, Arts and Culture and the Ghana Tourism Authority.”
The Ghana Beverage Awards aims to ensure sanity in the sector by celebrating authorized and excelling beverage brands in Ghana.
Launched on 28th April 2016, GBA creates a platform for industry players to network and share ideas, market their products and services and boost the sale of beverages in Ghana.
This year, organisers have included four more categories- International Wine of the Year, International Beer of the Year, International Spirit of the Year and New Beverage of the year.
Other award categories include Product of the Year, Manufacturer of the Year, Beer of the Year, Bitters of the Year, Fruit Juice of the Year, Carbonated Soft Drink of the Year, among others.
Last year Guinness Ghana Brewery Limited took home the ultimate award.