Professor Charles Tortoe, a Committee Member of the Ghana Beverage Awards (GBA), has challenged the local beverage industry to set standards in the hospitality industry and shine beyond Ghana’s borders.
Although the industry was growing, he said it was crucial for the industry and its professionals to take the culture of Ghana through its taste to many parts of the globe.
Prof. Tortoe made the call at the celebration of the 2024 Ghana Beverage Awards, by the Global Media Alliance in Accra.
The celebration, which is the ninth edition, was on the theme: “Inspiring Excellence in Ghana’s Beverage Industry.”
He said the judging process for the selection of winners was rigorous and highly competitive.
The criteria for selection of winners included the taste, market presence, consumer engagement, commitment to sustainability and excellence, and branding of the beverage or product.
The Committee Member said the status of the beverage industry was a true reflection of an industry growing everyday and particularly exciting was the Bar of the year and Bartender of the year categories added to this year’s awarding scheme.
The new categories, he explained celebrated the dynamic space and skills of professionals who created unforgettable experience for consumers everyday.
“The wonderful creativity of the professionals and their flair for consumer service made selecting the awardee difficult,” he said and commended the awardees for promoting the industry.
Mr Ernest Boateng, the Chief Executive Officer, Global Media Alliance, said excellence was intentional, born from vision, sustained by innovation and realised through hardwork.
The GBA, he said was about honouring the entire value chain from the distiller, and marketer to the bartender.
He said consumers were interested in experiencing culture though what they ate and the world was ready to taste what Ghana had to offer.
“The President of Ghana said, when we are happy we drink and when we are not happy, we drink, so how can you sell alcohol and run at a loss.
“It’s an industry alive with possibilities, driven by talent, and sustained by positivity,” he said.
Mr Boateng said the innovation, commitment and tenacity of the awardees inspired them to keep contributing to the promotion of the Ghana Beverage industry through the awards.
Abla Dzifa Gomashie, the Minister of Tourism, Culture and Creative Arts in a speech read on her behalf by the Chief Executive Officer of the Ghana Tourism Authority, Maame Afua Houadjeto, said the award ceremony was not just to celebrate the winners but to honour the collective effort of the people behind the vibrant beverage industry whose hardwork continued to refresh everyone and build the nation.
She said it was more than a sector and a symbol of ingenuity, entrepreneurial spirit and cultural riches that created vital role in value addition and tourism promotion.
The beverages made in Ghana, she said, told a story of the land, the people, while their flavours told a story of the cultures.
“As they work to position Ghana as a preferred destination for business and traveling, the beverages deliver a true authentic experience and nurtures an ecosystem of consumer excellence that promotes tourism.
“When the boys boys meet, its to drink and chill. When the girls girls meet, it is to chat and drink. At every occasion, we chat, we drink and we connect,” she said.
Gomashie called on the entire value chain to join hands with government to shape a future whether locally made beverages were enjoyed at home and showcased proudly to the world as symbols of Ghanaians creativity, quality and culture.
Bel-Cola by Blow Chem Industries emerged the Beverage Product of the Year, with Happy Delight Fruit Drink as the Fruit drink of the year.
Other awards were Beer of the year- Heritage Beer, CSR Company of the Year – Coca-Cola Bottling Company of Ghana, Liqueur of the year – Sahara Solace, CSD of the Year – Bel Cola, International Spirit of the year – Johnnie Walker, and Water of the year – Bel Aqua Mineral Water.
Others were Cocoa/Chocolate Product of the year – Vitamilk Double Choco, Energy Drink of the year – Blue Jeans Energy Drink, New Beverage of the year – Verna Active Sports Water, International Beer of the year- Heineken, International Liqueur of the year – Baileys Irish Cream and RTD of the year – Smirnoff Ice.
Other sets of Awards were Bartender of the year – Ms Seraphine Afladey, Bar of the year – Frontback Accra, Spirit of the year – Adonko Atadwe-Ginger, Bitters of the year – Alomo Bitters, Indigenous Beverage Brand of the year – KOA Natural Fruit Drink, and Beverage Campaign of the year – Guinness Black Shines Brightest.
Twellium Industrial Company Limited was adjudged the Manufacturing Company of the year, Fan Maxx received the Dairy Product of the Year and Voltic Natural Mineral Water was honoured as the Beverage Sustainability Champion of the year.
