LAUNCH OF NEW ARIEL GUINNESS STOUT BOTTLE AT BINTUMANI HOTEL

Launch of New Ariel Guinness Stout Bottle at Bintumani Hotel

By Ranger

Friday 28th October, 2016, Sierra Leone’s premier beverage company, Sierra Leone Brewery Ltd. (SLBL) officially launched its new Ariel Guinness Bottle.

The auspicious occasion took place at the prestigious Bintumani Hotel, Aberdeen in Freetown. Hundreds of distinguished guests including a representative from the Ministry of Trade and Industry were in attendance. He gave a statement on behalf of the Minister.

In his statement he recalled that Guinness Stout was patented in 1759 by an Irish man called Arthur Guinness with a 7.5% alcohol. He went on to state that in October 1967, the first bottle of Guinness Stout was produced in Sierra Leone. He added that the Ministry of Trade felt honored to be part of the launch. He further recalled the historic popularity of Guinness in Sierra Leone and its excellent characteristics which make it stand out among other beverages.

Another guest was Minister of Internal Affairs Major (Rtd) Palo Conteh who read the keynote address of the Minister of Foreign Affairs and International Cooperation, Dr. Samaru W. Kamara who was unavoidably absent and was also supposed to launch the new SLBL product.

Reading verbatim Dr. Samura Kamara’s keynote address, Palo Conteh reiterated the start of Guinness production in 1967 and that since then the company strategically positioned itself as an excellent corporate entity. He also recalled that in 1962, the SLBL became a major contributor to Sierra Leone’s economy. He added that the SLBL is boosting the welfare of thousands of farmers across the country through purchase of locally produced sorghum. He added that the company has been involved in numerous development projects across the country running into billions of Leones. He added that today, the SLBL has put Sierra Leone on the international map of productivity with the launch of the Ariel Guinness Bottle.

He maintained that Guinness is an iconic brand which is dynamically preferred by the young generation. He added that the SLBL has increased employment opportunities directly and indirectly for Sierra Leoneans, but warned all and sundry to drink responsibly. He then proceeded to officially unveil the Ariel Guinness Bottle together with the SLBL Managing Director, Mr. Alphonse Willy Ngana.

Earlier however, the first speaker at the auspicious occasion was the SLBL Managing Director, Mr. Alphonse Willy Ngana. He explained to his audience that Guinness DIAGEO, during the Ebola crisis, donated two hundred thousand Pounds to Sierra Leone and Guinea through CARE International, demonstrating its role as a partner for development. He added that the SLBL is contributing to promoting the local content policy through buying locally grown sorghum from at least ten thousand farmers from across the country. He went on to state that the SLBL is innovative and conscious of the fact that it is contributing positively to the country’s economy through creating jobs for retailers, consumers, distributors and the like who are all Sierra Leoneans.

According to him, he is sure that the people of Sierra Leone are able to develop the economy through hard work and extended his thanks and appreciation to President Koroma and the government of Sierra Leone for creating the level playing field and giving the SLBL the necessary support to grow.

He called on the general public to support the SLBL and noted that Guinness symbolizes power and that with this power Sierra Leoneans can succeed. Finally, he thanked his staff and partners from across Africa and Europe for ensuring the successful production of the new bottle through the installation of  state-of-the-art equipment.

Also speaking was the SLBL Marketing Manager, Desmond George. He spoke on the new Guinness TVC, how to pour Guinness TVC and went ahead to do sampling followed by a mock volcanic explosion which brought forth the Ariel Guinness Stout to the amazement of the audience.

During the ensuing interlude there were musical performances by Dallas B, and a dance performance done by Men of Black.

The vote of thanks was done by Albert O.U. Collier who heaped praise on the SLBL, the audience and SLBL partners and the government. Food and drinks were then served which climaxed the event.

Guinness is "made of more"
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It could be recalled that on Wednesday 26th October, 2016, the SLBL held the pre-launch of the Ariel Guinness Stout at the company’s headquarters at the Wellington Industrial Estate. It was well attended and there were several speeches.

The Managing Director, Willy Alphonse Ngana, said at the auspicious occasion that: “the new Guinness bottle is a game changer for the company.” He went on to thank his staff and partners from across Africa for ensuring the successful production of the new bottle through the installation of state-of-the-art equipment.

He said: “Guinness represents the power and resilience of black.” He added that the new trendy and classy Guinness bottle is expected to bring change in the market and accelerate sales.

“The management team is committed; we are fighting the right battle and we are winning the battle as we deliver high standard and quality beverage,” the SLBL Managing Director confidently said.

He went on to praise the Chairman of the Sierra Leone Sorghum Farmers’ Association, Dennis Jusu and everybody for their resilience. “Think Black, Drink Black Guinness,” he ended.

Desmond George the SLBL Marketing Manager said the pre-launch was mainly for SLBL staff and management.

According to SLBL, the launch is first of its kind and would go a long way to boost production, sales and distribution of Ariel Guinness.

The climax of the event was the distribution of food and drinks; but more particularly, the serving of the new Ariel Guinness to the guests who openly commended the new product for its unique taste. It was indeed a very colorful and breathtaking event which displayed the drive to push local content policy.