Marketing for Drinks Brands in Ghana

Marketing drinks brands in Ghana depends on recognition, availability where people buy, opportunities to try the product and relevance to the moments people share: music, sport, celebrations and nightlife. Alcoholic drinks also face specific advertising rules, so check the current regulatory requirements before planning any campaign.

Check the rules first

Ghana's Food and Drugs Authority sets requirements for advertising food and beverages, including additional restrictions on alcoholic drinks covering content, timing and who may appear in adverts. Requirements can change, so check the current guidelines and obtain any approvals required before producing or placing adverts. Take appropriate advice where unsure.

Build recognition

Distinctive packaging, a consistent campaign idea and repeated reach help shoppers recognise the brand at the shelf or the bar. See marketing FMCG products in Ghana.

Make sure the product is available

Advertising where the product is not stocked wastes money. Coordinate campaigns with distribution, retailers, bars and restaurants.

Encourage trial

Sampling at events and venues lets people taste the product. Event sponsorship can support trial where the audience fits and, for alcohol, where attendees are of legal drinking age. See how to activate a sponsorship on site.

Connect with culture

Drinks are part of social moments. Partnerships with music, festivals, sport and nightlife can build relevance, if the brand adds value to the experience. See how brands partner with Ghanaian culture and entertainment and what brands get wrong about sponsoring Ghanaian culture.

Work with venues

Bars, restaurants and hotels are both sales points and stages for the brand. See PR for hotels, restaurants and bars in Accra.

Market responsibly

For alcoholic drinks, avoid content that appeals to under-age audiences, encourages excessive drinking or links alcohol to success or performance. Responsible marketing protects the brand's reputation and licence to operate.

Plan for peak seasons

December, holidays and major events drive demand and competition. See how brands and events stand out in December in Ghana.

Measure sales and distribution

Track sales by outlet and region, distribution, trial and recognition alongside reach.

Our out-of-home campaign work for MONT Water covered OOH strategy, creative coordination, media buying, monitoring and reporting.

PR369's Marketing and Brand Strategy service covers product marketing and integrated campaigns. Email info@pr369.com with your brand, market and goals. We will begin with a strategy conversation.