Aphro CEO banks hopes on AfCFTA for Africa domination


Charles Kojo Bucknor, Chief Executive Officer of premium spirit brand, Aphro, has stated that implementation of the African Continental Free Trade Agreement (AfCFTA) will help Aphro to gain presence, scale-up and increase its market share across Africa.

He made this known after receiving the Spirit of the Year award at the just-organised Ghana Beverage Awards (GBA) ceremony.

Mr. Bucknor explained his team’s vision of making Aphro Spirit a global brand: “Aphro is a product proudly made in Ghana. We believe the Africa Free Trade Agreement will be a significant enabler to the Aphro product gaining presence, scale and market share across the continent; our application to this convention is currently underway.

“This recognition by the award’s organiser, Global Media Alliance, in our maiden year of operation is an honour and testament to the quality of product and innovation of the team behind the product. I would like to take this opportunity to thank them and extend an ode to our ancestors – by bringing Aphro to the world.”

According to him, Aphro is not just the palm-spirit that the ancestors knew; it has a refined quality and flavour profile. “It is triple-distilled and further infused with tropical fruit, herbs and spices indigenous to the African region. These, coupled with Aphro’s unique branding and ability to be enjoyed by both young and old, has made the Aphro Spirit resonate across generations,” he emphasised.

Aphro, the made-in-Ghana triple-distilled spirit, won the prestigious award after just a year of retailing on the Ghanaian market.

Aphro Spirit is available in two flavours: the Moor (Ginger Spice) and the Nubi (Pineapple Passion), in 25ml, 200ml and 750ml sized packaging. The premium palm spirit’s taste and distinctive branding was recognised by President Nana Addo Dankwa Akufo-Addo in his second inaugural speech, during which he boasted that Aphro can “compete in the most sophisticated markets of the world”.

Aphro Spirit was launched in Ghana at star-studded event in December 2020. The Spirit is now one of the country’s fastest growing high-end alcoholic beverages.

Aphro’s ‘soft launch’ in Nigeria in April 2021 demonstrated the brand’s accelerated growth and pan-African appeal. The beverage’s pre-orders reflect the fact that Nigeria will be a pivotal market for this product among the upwardly mobile and affluent.

The pre-launch tasting of Aphro in Lagos, hosted at stylish E Bar Metro in the Admiralty Way area of Lekki, was met with significant enthusiasm and market acceptance.

Chike Agbakoba Obinna, the owner of E-Bar Metro and the View Hotel said: “Aphro has the potential to be a market leader in Nigeria, and the product packaging to rival any global brand that is available for sampling at our venues”.

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