The Ghana Industrial Holding Corporation (GIHOC) Distilleries Company Limited has put its participation in the government’s 24-hour economy initiative on hold, citing low market demand for its products.
According to the Chief Executive Officer, Jones Borteye Applerh, the decision follows years of weak patronage and limited brand visibility among younger consumers.
He was speaking during an engagement with members of the Parliamentary Select Committee on Employment, Labour Relations and Pensions.
Mr. Applerh explained that although GIHOC has the capacity and workforce to operate around the clock, the company’s products have not enjoyed the level of 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.
He described the situation as worrying, noting that despite maintaining staff strength to support 24-hour production, demand 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 efforts in marketing and rebranding to attract younger consumers and revive interest in GIHOC’s products.
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