Vickie Remoe Institute of Digital Communications

Sierra Leone Brewery Ltd. appoints Vickie Remoe & Co as its marketing communications agency



Freetown, Sierra Leone – Vickie Remoe & Company (VR&Co), has been chosen by Sierra Leone Brewery Limited (SLBL), part of the Heineken Company, as its marketing communications service provider supporting two new beer brands; King Leone, and Mutzig.

As part of this agreement, Vickie Remoe & Co. will conduct market analysis of each brand’s position, distribution, and consumer preferences and develop two distinct creative advertising campaigns for King Leone and Mutzig.  The goal is to raise awareness and patronage of SLBL’s premium brands, increase interaction between customers and the brands, and enable business growth.

“The appointment of Vickie Remoe & Company, as our marketing communications specialists for our two brands, King Leone and Mutzig, is to truly show our desire to continue to offer innovative and high quality products that satisfy the increasing consumer choices and penetration. This is also a manifestation of our commitment to support the implementation of the Local Content Policy whilst developing local entrepreneurs for the growth and development of Sierra Leone and in line with the government’s agenda for prosperity. The role of women in our society cannot be over- emphasized and this has aided our decision to not only partner with Vickie and her team but also with thousands of female farmers across the country in the cultivation of Sorghum,“ said the Managing Director of Sierra Leone Brewery Limited, Mr. Alphonse Willy Ngana.

The MD added that “with 53 years of investing in Sierra Leone, our company prides itself in becoming a full beverage Company producing high quality alcoholic and non-alcoholic brands. We hope that the appointment of Vickie Remoe & Co will create the enabling platform to appropriately reposition Mutzig and King Leone to be part of the preferred brands in Sierra Leone.”

“ Although Sierra Leone’s drinks market is highly varied and competitive, we know that consumers prefer premium brands, and aspirational products,” said Vickie Remoe, Marketing Communications and Social Media Lead, Vickie Remoe & Co.

“These new brands continue SLBL’s long history of providing quality brew offerings. Over the next year our job is to make sure that Sierra Leoneans get an improved patron experience, and to provide limitless opportunities for tastings and brand interactions.”

“To succeed in Sierra Leone’s competitive business climate, companies need to be innovative about how they position their brands. This means incorporating digital campaigns into their media buying, and being creative about telling their story.

Even with limited data and Internet penetration, brands need to be where their consumers are. If that is Facebook or another other social media platform, they need a strategy for marketing on that platform that will resonate with their customers,” said Ms. Remoe.

“We are pleased to have been chosen by the Brewery to work on growing Mutzig and King Leone.”

“The choice of appointing Vickie Remoe & Co is as a result of the success stories she has already recorded with other Companies or products,” said Mr. Desmond George, Marketing Manager, Sierra Leone Brewery Limited.

“Her experience in digital media marketing is also commendable. Venturing into the online marketing platform is a key focus for our brands as we seek to build relationships with Millennials.”

“We believe that her company will propel these brands to the next level and we are anxious to see the impact and result of our investment in this partnership.”

About Sierra Leone Brewery Limited.
Sierra Leone Brewery Limited (SLBL)., part of the Heineken Company is a company incorporated in Sierra Leone in 1961 just after its independence and started brewing operations with Star Lager beer in 1962. It currently manufactures, imports, market and sells a range of alcoholic and non- alcoholic beverages in its portfolio including Star Beer, Heineken, Guinness Foreign Extra Stout, Maltina, King Leone and Mutzig. SLBL is a good corporate citizen and displays its fair share of corporate social responsibility and supports the government in its revenue drive through taxes

About Vickie Remoe & Co
Vickie Remoe and Company is a boutique marketing communications firm. We develop and implement strategic media plans for manufacturing companies in West Africa. Our portfolio includes Printex, Frutelli, Kalyppo, Sierra Leone Bottling Company, Bennimix, and The Seed Funds Savings & Loans.

# # #


Aminata Kasim-Carew
Sierra Leone Brewery Limited
+232 79 363 146

Christine A. Kofie
Vickie Remoe & Co
+233 26 610 9075

Leave a reply

Hey there,
Want some exclusive content straight to your email inbox? Sign up today and join our subscribers.
Hello there
Want some exclusive content straight to your email inbox? Sign up today and join our subscribers.