Ghana’s premier brewery, Accra Brewery Limited, (ABL), has launched a new brand campaign for its non-alcoholic malt beverage, Beta Malt, dubbed “The Only Way is UP” whilst outdooring its new look label across multiple channels.

The purpose of “The Only Way is UP” campaign is to celebrate the mass of assertive and enterprising Ghanaians, at the heart of Africa’s growth, who are in hot pursuit of their dreams.  It is to encourage them to choose Beta Malt, a true malt with fortifying vitamins, minerals, and nutrients as their brand of choice in their ascent to greatness.

Beta Malt was launched about two years ago and has achieved significant success especially amongst Ghanaians in need of nourishing refreshment because of its handy 330ml PET pack.

Present at the well-attended event at the Kempinski Hotel in Accra were the media, brand ambassador, Mzvee and Beta Malt television series host, Jessica Opare Saforo, as well as management and staff of ABL.

Speaking at the event, Country Director of ABL, Philip Redman reaffirmed the company’s commitment to investing in its capacity in order to satisfy its increasing number of consumers and in turn contribute to the growth of the Ghanaian economy.

He said the growth of Beta Malt is a testament to the fact that ABL is a major force to be reckoned with in the non-alcoholic beverage industry in the country.  He expressed delight at the combined efforts of management and staff of the company that championed the research and development of Beta Malt leading to great success in the non-alcoholic Malt category and contributing to growth in ABL’s market share since its launch.

“The launch of this campaign which features the new look label lends credence to the company’s culture of focus and zero complacency to guarantee lasting competitive advantage”, he averred.

Mr Redman praised shareholders, distributors, management and staff for their loyalty and support for the business.

The Brand Manager for Beta Malt, Portia Offei Asare expressed her appreciation to consumers for the immense confidence reposed in the Brand since is entrance onto the non-alcoholic Malt space and for the continued support of brand ambassador, Mzvee and television series host Jessica Opare Saforo.

‘ABL was first to launch a true malt in PET and our primary goal is to offer relevant brand experiences that play a meaningful role in the lives of our consumers.  This is something we wish to continue doing with the launch of this campaign and make Beta Malt the brand of choice for the go-getters in hot pursuit of their dreams’.

She assured that the company will work diligently to justify the trust that Ghanaians have reposed in the brand.  “The quality of the brand won’t be compromised and its nutritional benefits, supported with our new inspirational campaign, remain the top most unique selling propositions”