Sona Breweries Plc, makers of Goldberg Premium Lager Beer, Williams Dark Ale Stout and Malta Gold nonalcoholic beverages, is partnering its distributors to deepen penetration of its brands in the alcoholic beverage market.

A director of the company, Mr. Thompson Owoka, said this at an award night organised by the company to celebrate its achievements over the years. He said it was poised to continuously improve its functions, sustain the quality of its brands, strengthen its relationships with the customers and other stakeholders, while managing its cash flow to enhance its financial strength through building the brands.

Owoka stated “Though everybody contributed greatly to the success but some achievements would not go unrecognised hence the need for an event of this nature that will welcome ten distributors to a special Sona Breweries family membership. A family membership that belongs to the category that confers on the members the benefits of the directors of the company such as free all-expense-paid holiday and free medical check- up amongst many others.

“The family membership is open to all distributors subject to three years of consistently delivering a minimum of 100,000 crates sales volume with clean account. Aside the ten distributors qualifying for the family membership, Sona Breweries also rewarded additional sixty distributors in various categories for their level of volume achievement in 2009.”

The company executive said that our awards in the past year were directed towards infrastructure required in the trade by our customers, but this year‘s award is redesigned and restructured towards empowering cash flow of the customers due to the current economic challenges that have affected  banks’ disposition to business support.

He said that Sona Breweries has rewarded distributors with various items such as electronics, cars, redistribution vans, trucks and complete trailer for haulage, but this year‘s gift to the distributors was described as cash converted to products worth over one hundred million naira. According to him, hard work of all the stakeholders led to the successes of the company as against the enormous challenge of introducing new brands at this time last year, adding that it achieved huge success and it gladdens the heart of board and management of Sona Breweries to reward outstanding distributors and customers that made it a reality for stakeholders to achieve the set goals.