Ghanaian alcoholic drink, Adonko Bitters, was launched into the Nigerian market at a ceremony in Lagos on January 25.
Produced by Angel Herbal, the odourless drink joins the likes of Alomo, Osomo, Orijin, Kerewa, Kogbebe and numerous others in the already saturated bitters market.
The launch of Adonko Bitters comes nine months after it was banned in Ghana following an Easter Monday concert at the Baba Yara Sports Stadium in Kumasi.
Minors were allegedly allowed into the concert after buying a 750ml bottle of the alcoholic beverage at a cost of GH¢10.
Shatta Wale and Bisa Kdei entertained fans, some of whom were later seen sprawled on the floor.
The Food and Drugs Authority (FDA) of Ghana moved swiftly by banning the Adonko Bitters and slamming a GHs25,000 on Angel Herbal for contravening the country’s code on sale and advertisement of alcoholic beverages.
“FDA’s investigation confirmed that the criterion for gaining access to the concert was solely on condition that each individual purchased a 750ml bottle of the alcoholic beverage at a cost of GH¢10, a situation which resulted in the Alcoholic beverage being sold to minors as well. It also resulted in excessive consumption, clearly putting the consumers at risk of flouting the caution of drinking responsibly,” the FDA said in a statement.
Ghanaian law states that “No alcoholic beverage shall be advertised in relation to a public function where persons under the legal drinking age are likely to attend.”
The statement added that the company contravened “Section 3.2.12 of the FDA Guidelines for the Advertisement of Food products which prohibits the use of well-known personalities in the marketing of alcoholic beverages by engaging Shatta Wale and Bisa Kdei in the promotion programme. These acts exposed patrons to the said programme to unwarranted serious health risks bordering on public health.”
Finally, the company was asked to recall Adonko Bitters from the market.
The ban was a crippling blow to Angel Herbal in a market in the stranglehold of Kasapreko’s Alomo Bitters.
Responding, the company said in a statement that “our preliminary investigations indicate that whilst about 10 people may have been drunk or slept off, no one passed out per various speculations in traditional and social media.”
That came with an apology to the FDA and all those who sensibilities were offended.
It also apologised to for the distress caused to other stakeholders like farmers, suppliers, distributors and employees whose means of livelihood were likely to be affected by a prolong ban.
“The management of the company has also with immediate effect reviewed all promotional strategies to forestall such incidents in the future,” the statement disclosed.
The April 2017 ban was lifted the following month after producers of the drink complied with conditions stipulated by regulatory authorities.
“In view of your compliance and follow up letters informing the Authority of your willingness to cooperate with all other subsequent requisite directives, the Authority has lifted the suspension imposed on you, effective Friday, May 12, 2017, subject to meeting some conditions,” the FDA said in a statement.
The company was particularly reminded to desist from using celebrities to promote Adonko Bitters.
Now in Nigeria, Adonko Bitters announced its arrival with Okey Bakassi as MC at the Lagos launch.
The product will be distributed in Nigeria by Ekulo Group with promotion by Full Page International Communications Limited.
It has been certified safe for consumption by the National Agency for Food and Drug Administration and Control (NAFDAC).
