Guinness Ghana launches dehye beer

Guinness Ghana Breweries Limited (GGBL), a total beverage company, has launched the Ɔcdehye, a beer celebrating Ashanti heritage, progress and a bright future.

According to the company, the new product was in line with its commitment to delight consumers with new drinks rooted in identified consumer insight.

Ɔdehyeɛ is brewed with 70 per cent local raw material in pursuit of the company’s ambition to use more local raw materials to create sustainable livelihoods for local farmers in the country.

Guinness said it was also “a testament to our pioneering work in local raw materials usage and support for our local farmers.”

The locally produced Ɔcdehyeɛ Beer, is distributed in the Ashanti Region and available in 625 ml and 300 ml bottles.

Innovation

The Marketing and Innovations Director of GGBL, Ms Melanie Ramsey, said, “Innovation is at the very core of our business. The Ghanaian consumer is evolving, becoming more sophisticated and aspirational yet very much rooted in culture and heritage”.

“It is in line with this that we forge into a new era with the people of Ashanti Region to launch Ɔcdehyeɛ Beer... The uniqueness of Ɔcdehyeɛ Beer lies in the carefully selected raw materials sourced locally and brewed in the Ashanti Region to the highest quality standards for all the royal people of the entire region,” she stated.

Potable water

Commenting on the launch, the Managing Director of GGBL, Mr Gavin Pike, said “This beer is inspired by the best of Ashanti culture — A spirit of bravery, courage, valour, power and wealth that drives success against all odds.”

Mr Pike said the company’s flagship brewery was located in the heart of Kumasi and expressed delight that out of the sale of every bottle of cdehye, a dedicated amount will be given back to the region to provide potable water to vulnerable communities.