The Ghana Industrial Holding Corporation (GIHOC) Distilleries Company Limited has suspended its participation in the government’s 24-hour economy ini
The Ghana Industrial Holding Corporation (GIHOC) Distilleries Company Limited has suspended its participation in the government’s 24-hour economy initiative, citing low market demand for its products.
Chief Executive Officer Jones Borteye Applerh explained that the decision comes after years of weak patronage and limited brand recognition, particularly among younger consumers. He made the remarks while engaging members of the Parliamentary Select Committee on Employment, Labour Relations, and Pensions.
Mr. Applerh noted that although GIHOC has the capacity and workforce to operate around the clock, its products have not achieved the popularity needed to sustain continuous production.
“For years, GIHOC has not invested much in advertising, so our brands like Herb Afrique and Castle Bridge are mainly familiar to people above 40,” he said, describing the situation as concerning. Despite maintaining sufficient staff to support 24-hour operations, demand for the company’s products has remained low.
“Currently, ninety staff members at our Kumasi branch are paid monthly but have no work to do because the plant has been shut down,” Mr. Applerh revealed.
He called for renewed marketing and rebranding efforts to attract younger consumers and revive interest in GIHOC’s products.