ABL launches nationwide campaign for Redd’s
Heineken watch out. While the Dutch brewer still seems to pondering as to what to do internationally with its Strongbow and Bulmers cider brands, SABMiller’s subsidiary in Ghana, Accra Brewery Limited (ABL) in October has launched Redd’s, which a premium alcohol fruit beverage “made for the modern, confident woman”.
Redd’s is an international brand that enjoys a premium status in several countries around the world. Last year it was introduced to Colombia where, in a further effort to appeal to women, SABMiller is selling Redd’s in packages of 5 or 10 bottles. The bottles hold less beer than standard-size bottles.
And the 5- and 10-packs are shaped like a woman’s handbag.
Before Colombia, Redd’s had been introduced in other markets, including South Africa and Eastern Europe, where 70 percent to 80 percent of its sales are to women, Luce said.
Redd’s has a crisp clean apple taste with an ABV of 4.5 percent. It is basically apple-infused malt beverage with a citrus flavour. Redd’s is sweeter than lager and less filling.
In Ghana, Redd’s comes in a 330ml flint bottle.
Redd’s introduction to the Ghanaian market will be supported by an integrated marketing campaign that reflects the stylish lifestyle women desire.
Activities include the „Redd’s African Fashion Awards”, an annual Africa wide competition; a paparazzi promotion with the winner becoming the face of the new Redd’s campaign; and a ladies’ night out promotion with the opportunity to win an all expenses paid VIP night out on the town.
Redd’s can be bought at night clubs, bars, hotels and supermarkets nationwide as well as at ABL Cash & Carry centres. The recommended retail price for Redd’s is Gh¢1.30 (EUR 0.90).
