The Macallan, the world’s main single malt whisky model, has outlined an bold strategy to boost and broaden its presence in Ghana and West Africa this yr.
“The product is performing admirably in Ghana, significantly given our give attention to a selected area of interest viewers. Our market presence has been sturdy, particularly in mild of the earlier yr’s relative inactivity in advertising efforts because of the restructuring of our staff for Ghana and a number of other different markets. Nonetheless, gross sales have proven a constant upward development,” Nana Ama Akyeabea Sakyi-Obuobi, Regional Assistant Model Supervisor, mentioned.
Talking in an interview with this paper in Accra yesterday, she elaborated that “Our efficiency available in the market has been commendready, and we intention to boost our ends in the forthcoming years. Sometimes, we conduct tailor-made initiatives, equivalent to unique dinners, the place we invite key influencers we want to join with.”
These unique gatherings, she emphasised “present us with the chance to community with the invited friends. They permit us to interact instantly with our goal shoppers, persuading them to both be part of us or stay loyal to our model. Moreover, we organise different actions equivalent to retreats.”
Nana Sakyi-Obuobi mentioned Ghana at the moment holds a outstanding place in West Africa and can be ranked among the many high ten countries in Africa which she described as very spectacular.
In furtherance, she famous that over the previous two years, Edrington, the mother or father firm of McAllen realising how vital the Ghanaian market is to the expansion of the model, put in place a devoted staff for Ghana.
“It has change into clear that Ghana is commonly overshadowed when competing with bigger markets like Nigeria. In mild of this, Edrington has designated Nigeria as a separate market, supported by a devoted staff that concentrates completely on its necessities. Moreover, an area staff has been established for Ghana. This strategic initiative is designed to boost the general power of the area as a unified entity,” she defined.
On sustainability, she mentioned, “At Macallan, we’re devoted to making choices that prioritise long-term advantages. This precept guides us in each alternative we undertake, making certain that we honour the legacy of our esteemed single malt whereas additionally contemplating our responsibilities in direction of each native and international social and environmental legacies.”
“We focus lots on maintaincapability. We’ve got an entire arm that covers from manufacturing to desk. We be sure that all of our packs are from recycled materials, both from oak chippings or every other factor. We gather our bottles that may return round into the round making of this, making certain that we’re not having our merchandise simply sitting in markets, sitting in landfills, empty bottles, amongst others,” she outlined.
The corporate, she careworn, confronted a number of challenges in its operations in Ghana, with the volatility of the overseas change market recognized as a big impediment.
“Over the previous two to a few years, the foreign exchange market has experienced vital instability, which has a direct impression on our pricing capabilities available in the market. Ideally, we want to keep a selected worth level; nonetheless, components equivalent to port duties and excise taxes significantly have an effect on our costs. If authorities insurance policies had been to reinstate the earlier 50 per cent low cost on excise taxes that was eliminated within the final two years, it might vastly profit our pricing technique,” she indicated.
“The Macallan is outstanding model. We need to present extra experiences. We need to partnering extra with Ghanaian entities as nicely to construct the model and to make sure that everybody understands that the McAllen and Ghana are an awesome partnership and we’re right here to remain,” she said.
STORIES: DAVID ADADEVOH
