By Chika Nwabueze
Fresh facts have emerged on why the new Golden Guinea Lager Beer launch into the Nigerian market is being delayed months after the Brewery was reported to have bottled over 100, 000 of the product for the market consumption.
According to competent sources within the organisation, the delay in the launch of the Golden Guinea brand into the market is caused by the delay in recertification of the beverage by the relevant government agencies, including the National Agency for Food, Drug Administration and Control, NAFDAC, and the Standard Organisation of Nigeria, SON.
These agencies are required by law to recertify the drink and issue the organisation with recertification certificates of conforming to standard before it could push the product into the market for public consumption. The source further disclosed that failure to get these things done properly before marketing the product might lead to some avoidable consequences which the brewery wants to avoid.
Newscritic online investigations revealed that barring any unforeseen circumstances the GG larger beer will hit the Nigerian market next week, and the retail price is N200 per bottle (liquid content only). The sources also said that the Custom and Excise issues have been taken care of and the NAFDAC and SON recertification will be out before next week in readiness for the launch.
The resuscitation of Golden Guinea Brewery was made possible through the bringing in of a core investor, Okey Nzenwa, the brother to the wife of former governor of Rivers State Dr Peter Odili and the process started since 2008. Market watchers described him as an investor with depth because he installed new machineries in the Brewery and changed all the production lines at great expense.
It was learnt that things could have moved faster to bring the Brewery back on track if not for inconsistencies in government policies which affected the core investor and caused so much delay in the process. The unexpected foreign exchange jump did not help matters for the core investor and the desire to procure working capital also contributed because of the involvement of the apex bank.
One market analyst told this reporter that what the core investor, Nzenwa has passed through should be one of the things the government should ensure no investor is allowed to suffer. There is excitement that now GGBL is coming back into production, economic activity in Umuahia, the state capital will improve because the company is going to pull other related services to the city.