Guinness Ghana – producer of assorted beverage drinks in the country has launched a new product.

The drink, Guinness African special is made with a 70 percent of sorghum sourced locally from the Northern region.

Speaking to Joy Business at the ceremony, Marketing Director of the company, Kweku Sekyi-Cann says the new product forms part of the company’s strategy to consolidate its market share in the country.

Guinness Ghana is setting the pace by bringing out innovative products to satisfy an increasingly dynamic market, he said.

He says the new product was created by the company’s consumers themselves.

On his part, the Managing Director of Guinness Ghana, Francis Agbonlahor says the company is guided by the core targets to strengthen its premium brands and the new product is one of such brands.

Guinness Ghana Limited is putting in place effective strategies to hold on to its position as a market leader in a competitive environment.

The drinks giant says new product development to broaden options available to customers remain a key component of this strategy.

The product also contains herbs and spices solely from the African continent.