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Jean-Paul Feghali, CEO of IMEXCO talks about the challenges and rewards in selling premium brands in Ghana, impact of COVID-19 and more



Jean-Paul Feghali certainly knows what it takes to run a business with a strong family heritage.  He is the CEO of IMEXCO Ghana Ltd, a company that was created by his late father, who came to Ghana in 1990.

Jean-Paul started part of his education in Ghana but completed it in France.  When he completed his studies, he decided to join the family business and he has been based in Ghana since then. He has also become a naturalized Ghanaian.

Mr Feghali holds two Masters degrees in International Project Management from the ESCP Business School, Paris and another in Finance from La Sorbonne University, Paris.

IMEXCO Ghana has been the leading distributor of some of the most distinguished and prestigious beverages in Ghana for the last three decades. The company has an extensive knowledge of the local market, and an exhaustive repertoire of exclusive drinks.

We caught up with Jean-Paul Feghali to find out the journey, the challenges, the successes and the future for IMEXCO Ghana Ltd.

Zeinat Ishahaku interviews Jean-Paul Feghali, CEO of IMEXCO

Zeinat Ishahaku interviews Jean-Paul Feghali, CEO of IMEXCO

What has been the journey so far for you and your business?

In terms of business, there will always be challenges but that is what makes it interesting. The start of the business from my experience in Ghana was a lot of mixed feelings about inclusion and also self-discovery. There was minimum mentoring, because my father passed away a few months after I had joined the business. So, I was exposed a lot of the time and by myself.

With my background in Economics and finance, I had a good foundation but of course, doing business especially in Ghana or Africa, you need additional competence and qualities such as understanding the market, human interactions and customer care. But the fact is that when the environment is good for business, it pays off.

What major successes have you scored since you took over the business from your father?

We have been able to develop the company from where it was to where it is today. With our beverage division for instance, which I run, we have been able to identify the needs of the market and satisfied them by introducing new products and identifying new channels.

This has made the company one of the leading companies in our sector. For instance, we were the first to introduce a real brand of coffee in Ghana. We initiated this with the very famous brand called “Illy”, and this also informed the market about how it is done around the world. Today, Ghana has been able to catch up. This has been one of our major achievements, in addition to all the work we have been doing on champagne and cognac activations.

We have been able to add more events and today, we have one of the best portfolios because we also supply other products in partnership with reputable beverage organizations such as the Campari Group. We also have a studio where we train baristas, bartenders and waiters; we elaborate on cocktails and menus with them. The studio based in Labone, Accra is one of a kind. It is also the only one in West, East and Central Africa.

On top of that, we also have a nice line of soft drinks. We distribute Pepsi and other products like energy drinks and fruit juices.  We are always looking for new and innovative products. Our company has always been associated with very famous and iconic international brands. And this is the way forward. We believe the market of Ghana will continue to grow, and we want to always be a part of it, and be a major leader in the sector.

How do you choose which brands to work with in Ghana?

Historically, we started with the LVMH brands, which are the very famous -Don Perignon, Hennessy, Moet Chandon e.t.c, and then we added some wines. The wines are from popular premium brands.

We add brands by attending exhibitions or beverage fairs outside Ghana. When we find a brand we like, we approach them and introduce ourselves. The fact that we already have a nice portfolio makes it easy for the brands to also want to attach themselves to us. This was how we added other brands like Illy and the soft drinks.  

There are some brands that do not want to expand into Ghana. For instance, some Japanese spirit brands seem not to be ready for  the African market or not on their priority list. Sometimes we also find resistance from brands that are not ready for our market. So, we always look out for the brands that are ready.

Most of your brands are seen to be luxury, how easy or difficult is it to market luxury in Ghana?

You are very right that our brands are premium and therefore the sales in terms of numbers are not going to be high.  But the fact that premium has good value; you don’t need to spend much to reach a good turnover. You also have to accept that Ghana is among the top ten countries in terms of biggest GDP in Africa and it is at a level where you can have customers ranging from middle class to premium to more high class, that want to have a nice drink and want to be associated with our drinks, which are leaders globally.

The market is growing because we have new customers every year. Each year, young people become of age because we have a young population in Ghana. We believe that the future is positive.

What has been the impact of Coronavirus on your business since most of the activities that support your brands are on hold? 

Definitely, we are severely affected. Our companies operate from both off-trade and on-trade channels. With off-trade, the customers get the product directly from supermarkets, wine shops, and wholesalers. But with on-trade, customers buy our drinks through an umbrella such as restaurants, hotels, and nightclubs, which is the sector that has mostly been affected because of the lockdown. Sales have dropped and people are now more scared to go out.

Off-trade has not gone down because people can still go to the supermarket to buy drinks, and drink at home. The habit of drinking is done more outside of the house, so that part of our business has been hardly hit. We don’t know how long it would take for us to recover.

What have you done creatively around it?

As an organization, what our executives did was to make sure that we maintained our staff on the job. Some had to work from home but we made sure that over 90% of our staff were still kept on the job. We understood that it was important to support the staff of the organization during these challenging times.

We also developed the cash-van system, where you call and we can deliver to your home. We gave customers a break by delivering to them free of charge. We also extended credit to those in the hospitality industry, just to know that they had stock but weren’t able to move it because of the lockdown. We are also trying to push online sales.

You are also in Ivory Coast, how is the business sector in Ghana compared to Ivory Coast?

I think the interesting part about Ghana is that it is an English speaking country. English-speaking countries are more driven by the market forces and dynamics. Meaning that, if you are serious and you do a good job you can have your chance. In Ivory Coast and other countries, if you are not very strong or powerful, it is difficult for you to succeed.

That’s why we believe that Ghana is one of the best places in Africa to invest; and I’m not saying this because I live here. I strongly encourage my colleagues and business partners to come and open up businesses in Ghana. I believe that Ghana has gotten better over the years.

What are some of the policies that you would encourage the government to put in place to help private businesses grow?

For all the years that my company has been in Ghana, we have seen that the government has always tried ways to assist private businesses but there are a lot of things that can be improved. We businessmen are on the field and we know what areas we need support in, and we think Ghana has a competitive advantage over other countries. So, I think having a business community close to the stakeholders, who take decisions, can only help us to air our issues and find solutions to them. At the end of the day, we want Ghana to grow.

Five or ten years ago, Ghana wasn’t part of the top 10 biggest GDP leaders in Africa but, now it is. How can we, the business community, make Ghana top three? These are all targets that we would like to push and reach. Because, the more the country gets bigger, the more the company gets richer and the more opportunities for other businesses.

What are your final words to brands that would like to be represented by you in the future?

At IMEXCO, we have a very strong relationship with the brands we represent. We consider them as partners and we invest in them. If any brands will like to join us, we will always look at their profile and motivation to enter the Ghanaian market and make sure to find opportunities and give them our full support and expertise to make them successful.


People & Lifestyle

Be Vigilant: WorldRemit issues statement on fraudulent money-doubling scheme in Ghana



WorldRemit has issued a statement following a warning from the Bank of Ghana for the general public to be wary of a money-doubling scheme operating in Ghana under the pseudo name “Worldremit”, saying, the scheme is fraudulent and does not reward investors as promised.

The Central Bank made it clear that, this fraudulent scheme is distinct from the globally renowned Fintech, “WorldRemit” which is in the business of international fund transfers.  WorldRemit has since issued an official  statement on its website concerning the matter, as follows:

Dear WorldRemit partner,

We’re aware of recent fraudulent attempts to impersonate our brand online in Ghana – using our name or pseudonyms like Worldremit or World Remit.

We aim to be ever-vigilant in our approach to cybersecurity and fraud prevention measures, and do our best to shut down these sorts of attempts when we see them. The reality is that there are many fraudsters on the lookout to scam customers out of their money or personal details. This is not unique to us, but is a very common tactic used by unscrupulous people who target our industry.

Ways we minimise the impact of fraudsters:

1. Educate our customers on security measures, including our most recently published Security Guide, which you can find online here:
2. Report and remove fraudulent accounts that are active on the various social media sites where we operate
3. Only ever use secure connections through our website and app, which use a bespoke, in-house machine learning model to protect against fraud
4. Utilise a bounty programme which pays white hat hackers to find vulnerabilities in our system to then be patched and secured immediately
5. Implement next generation antivirus to keep our system secure from any fraudulent attempts to access our systems internally
6. Adhering to PCIDSS compliance to protect all cardholder data

As always, we seek to keep our customers safe from all online scams where our service is concerned. Some simple steps we would urge our audience in Ghana to adhere to are:

  1. Check that they are visiting our official website (you will see a secure lock pad in the browser window next to our URL).
  2. Check that you are downloading our official WorldRemit app before making any transactions. We will never ask for your personal details over our social media sites in a public forum, such as full name, address or bank details. We take your safety very seriously and request that if you do see any instances of people acting fraudulently that you join us in reporting them on whichever channel they appear.

Thank you for your help in this matter,

Your WorldRemit team


WorldRemit is a cross-border digital payments service that provides international money transfer and remittance services in more than 130 countries and over 70 currencies. It was founded in 2010 by Ismail Ahmed, Catherine Wines, and Richard Igoe.

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People & Lifestyle

Baileys Delight marks World Liqueur Day in Lush Style



Baileys Delight, a light and lush cream liquor with a taste of African honey with rich dairy cream, has commemorated this year’s World Liqueur Day in a playful and indulgent way.


The first of its kind to be celebrated in Ghana, World Liqueur Day is set aside to celebrate and appreciate the plethora of liqueurs across the world.


As part of the celebrations, Baileys Delight popped up in town to share the delightful experience with its patrons by gifting them a delightful box containing items such as  Baileys Delight infused chocolate bar, a branded glass and a bottle of Baileys Delight — right from the heart of Baileys.


To reiterate the celebratory moment and leave a lasting impression, the gifting came with a customized festive balloon. The goal of the gifting is to share a delightful experience with Ghanaians and rekindle the light taste of Indulgence in their lives.


Some of the patrons who benefitted from this gifting spree include Tiktok stars Wesley Kesse and Say Logan.  Others include media icon Chrystral Karyee, Nana Made in China, Asantewaa Neizer, Gisela Amponsah, Akosua Win, and a host of other inspiring figures. Beneficiaries were also delighted about the message of responsible drinking and urged that others explore the platform for more.


Baileys Delight remains the delectable offering of choice from the makers of Baileys Original Irish cream, and offers a flawless fusion of Cream Liqueur with an African twist to present a perfectly silky, smooth, and delicious treat. Baileys Delight is invitingly charming.


The deliciously light cream liquor ingredients are a product of meticulous craftsmanship, innovation, and delicious trendsetting that Guinness Ghana is renowned for.

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People & Lifestyle

Top YouTube Analytics Essential to Grow Your Channel



Having a successful channel is more than growing views and subscribers. There are a lot of factors that come into play when analyzing your channel’s growth. In addition to view and subscriber count, strategizing with more metrics in mind provides the transparency you need to grow your channel.

It can feel overwhelming and like a foreign language, but Promolta has broken down the analytics you need to watch to create more successful videos and in turn, grow your channel!

1. Pay Attention to Impressions

Impressions are the number of times your video’s thumbnail appeared on a user’s screen. This is a great metric to see how visible your videos are on the platform and where users are more likely to see them.

To dig a little deeper, the impression click-through rate shows the number of people who clicked on your video from just seeing your thumbnail. This helps you determine which thumbnails and titles work for pulling in views. And not just views, comparing this metric with average view duration lets you see how long people watch your video. Having a high impression click-through rate and high average view duration means users are responding well to your thumbnail and title and are interested in your content.

2. Keep Up with Watch Times

It’s just as important to keep track of views as it is to keep track of watch times. Watch time is the number of minutes your viewers have spent watching your content. Identifying which videos gain the most watch time can help you determine what content your audience prefers. This metric is key to gain more visibility as the YouTube algorithm pushes videos with high watch times and engagement.

3. Examine your Audience Retention

Similar to average view duration, audience retention shows how long your viewers are watching and when they stop. It also shows specific times in the video that your viewers engaged with most. This metric allows you to break down your video second by second and discover key moments that pulled in your viewers. This is useful information to keep in mind when you create your videos.

4. Identify Your Traffic Sources

Identifying where you pull in your viewers from is important to help you bring in more. Traffic sources are where on YouTube your viewers click on your videos and what external sites they come from. Keeping track of your traffic sources can help you strategize marketing for those top sources and bring in more viewers.

5. Learn Where Your Videos Are Being Shared

Similar to traffic sources, you want to know where your videos are being shared. Looking at the sharing service metric lets you see what social media sites your video is being shared to and where your video is being embedded. This is essential to create more shareable content for your viewers, pull in more views from external sources to grow your channel.

6. Discover What Devices Your Viewers Uses

What device your viewers are using can influence what videos they watch. Looking at the device type metric will show you where most of your views come from. Mobile users might be more inclined to watch shorter content while computer users might apt for longer videos and playlists. With this data, you can optimize your content for the device type most viewers use and pull in more engagement.

7. Study Your Card Click-Through Rates

Card click-through rates measure the percentage of viewers who click on your cards. It can also show which type of cards your viewers prefer. Analyzing this metric can guide you to identify your most engaging cards and even the best timing and placement. You can use this data to implement engaging cards into all your videos helping bring in more views and subscribers.

Learning about your viewers is vital to learning how to keep your viewers and gain more. While there is a litany of metrics available, these core analytics are always relevant no matter how big your following grows.

We hope you enjoyed this blog.


If you are interested to get your YouTube channel and videos discovered by A LOT more fans, then start your campaign on now. We will distribute your video on blogs, games, apps, and websites. Over 100,000 paying customers have used since 2012 and we would love to help you get noticed.

Still not sure? We have successfully promoted videos from Sony, Disney, Universal, Ted Talk, HP, AWS, Monster Energy Drink, Eminem, Young Buck, Gucci Mane, and Katy Perry. Thus, with your videos will get seen and discovered by a lot more fans.

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People & Lifestyle

H.E Nana Addo Danquah Akufo-Addo, H.E Paul Kagame To Grace YouthConnekt Africa Summit



The Government of the Republic of Ghana, through the Ministry of Youth and Sports and the National Youth Authority, in partnership with the YouthConnekt Africa Hub and United Nations Development Programme (UNDP), will host the 2021 YouthConnekt Africa Summit.

The Summit, which will be held from Wednesday, 20th October to Friday, 22nd October 2021, is based on the theme: “Africa Beyond Aid: Positioning The Youth for The Post COVID Economy and AfCFTA Opportunities.”

This will help highlight coordinated trade and job creation policies and ignite a conversation on social investment in African Youth.

As a hybrid event, the summit will take place at the Accra International Conference Centre and Online.

The 2021 YouthConnekt Africa Summit will provide a platform for all partners involved in youth development to strategize around policies, programs and partnerships that position African youth to cater for the AfCFTA and advance regional integration.

The summit will also positively impact the creative industry through skills development, sports, tourism and the digital economy.

The President of Ghana, Nana Addo Dankwa Akufo-Addo, the president of Rwanda, Paul Kagame and other keynote speakers with experience in entrepreneurship and trade will be speaking at the Summit.

Other noted speakers include the Minister for Youth and Sports in Ghana, Hon. Mustapha Ussif, the Minister for Youth and Culture in Rwanda, Hon. RoseMary Mbawazi and Ahunna Eziakonwa, the UNDP Assitant Administrator and Director, Regional Bureau for Africa.

The 2021 YouthConnekt Africa Summit will offer, over the three days, a combination of informative, high-level plenaries, panel discussions, keynote speeches, small group workshops, research presentation and off-site activities.


Further details can be found via:

About The YouthConnekt Africa Summit:

The YouthConnekt Africa Summit is an annual convening that connects youth from across the continent and beyond with policy influencers, political leaders, public/private and development sector institutions to engage, discuss, design, and accelerate youth empowerment efforts at the continent level.

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People & Lifestyle

The Tropical Fiesta 2 Artist Line Up is crazy !!!



Wait Wait Wait , it’s been almost 2 years since we seen a line up like this .What ? Not since COVID.
Friday evening Akwaboah, Efya, Adina, Kwabena Kwabena perform at the Verve Cliquot garden party with the YWF Band .

Later that night D-Black the enjoyment minister hosts guests from the Uk, South Africa, 10 djs & mc’s at the Bleu Me Away Rave.

On Saturday morning, there’s a celerity soccer gala , snooker and spar tournament, volley ball contest for the ladies and gold lessons before the All White Exclusive Boat Party hosted by socialite, artist, entrepreneur Mona 4Real, South African reality tv stars Faith Nketsi and Lady Kim, Ace entertainer Segos Pumpkin from South African & Belgian Model Shallie on the New Dodi Princess Boat.

The Tropical Traffic pool concert with Mr. Drew, Sefa, Kofi Jamar, Mona 4 Real, Dope Nation, Mz Vee, SWADU (Seirra Leone), Segos Pumpkin (SA), Dj Neptune (Nigeria), Quamina MP + more jamming on stage happens right after to climax an epic day.

On Sunday 4Syte tv hosts the biggest pool
Party yet at the Royal Senchi at 2pm before Stonebwoy, D-Black & Medial finish us off at the Black Out Rave that same night as we rave till the am.

Patrons will be treated to 10 exclusive parties all weekend , jam with the Young , Wild & Free band all weekend and also vote which of their favourite legendary highlife acts they want to see on Monday’s brunch before they leave back to their homes.

Tropical Fiesta is a 4 day 3 night fun get away music & lifestyle festival experience brought to you by Livewire Events and supported by Club Onyx, Yfm, 4Syte Tv, Event Factory, 3 Music, Oasis Lounge, Muse Africa, Belaire, Verve Cliqout & Hennessy.

This year’s edition dubbed Tropical Fiesta 2, 4 Days and 3 nights away from it all happens at the Royal Senchi, Akosombo from the 5th – 8th of November 2021.

The 8am aerobics class by the pool , the cigar lounge and vendor market place are perks to look out for at this years Tropical Fiesta happening from 5-8 November at the Royal Senchi.
Get your packages or tickets now at or for
Info / Reservations : +233 55 453 1243 | +233 54 381 1852 | +233 20 757 6743

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People & Lifestyle

Get stylish with the HUAWEI FreeBuds 4i with long lasting battery and immersive noise cancellation



Complete with High quality sound, long lasting battery topped off with Immersive noise cancellation


Are you looking for a pair of new wireless earphones with high quality sound, super long battery life, impressive active noise cancellation, fast charging, and one that comes with a chic design? Huawei has exactly what your heart desires – the HUAWEI FreeBuds 4i earphones with high quality sound, longest battery life and active noise cancellation.



Listen to your music with high quality sound

Huawei’s earphones are designed for the young, active city dwellers who enjoy listening to their music a bit more than everyone else does. Speaking of music, the HUAWEI FreeBuds 4i comes with a 10mm dynamic driver with well-balanced performance, ensuring sharp sound and high quality no matter the kind of audio. The HUAWEI FreeBuds 4i are expertly tuned for music, they subtly balance instrumental and vocal audio frequencies making these pair a great companion for all sorts of music lovers.


Rapid charging with long battery life

What is the point of wireless earphones if they cannot be charged swiftly or if their batteries run out of power every now and then? Another problem avoided with the HUAWEI FreeBuds 4i, more charging speeds equals more operational time. The HUAWEI FreeBuds 4i can offer 10 hours of continuous music playback or 6.5 hours of voice call on a full charge. Together with the charging case, it could achieve up to 22 hours of music playback or 14 hours of voice call. Moreover, these earphones can provide 4 hours of audio playback with just a quick 10-minutes coffee break charge. Additionally, the HUAWEI FreeBuds 4i supports fast charging to address any concerns about low battery. Thanks to its fast-charge and impressive battery life, you no longer need to worry about the battery level when you are out or rush back home just to charge your earphones.


Isolate yourself from unwanted noise

Listening to your favourite tunes when in noisy places could be a challenge, we know. Or, talking to your superior over the phone when in crowded areas can also be difficult sometimes, thankfully the HUAWEI FreeBuds 4i addresses these issues. The HUAWEI FreeBuds 4i actively cancels out noise to provide you with immersive audio, regardless of where you are. Moreover, the HUAWEI FreeBuds 4i comes with an Awareness mode to stay aware of your surroundings and communicate clearly with those around you without having to take off the earphones.

Your calls are also clear, thanks to the multiple technologies used by the HUAWEI FreeBuds 4i including the emission of “inverted soundwave”, supported by two external microphones for accurate sound pickup. It also comes with a unique anti-wind design, which can effectively improve wind noise cancellation for greater call clarity.


A chic and dapper design

Since you are probably going to be wearing earphones a lot, you do not only need them to provide you with high quality sound but you also need them to be sleek and stylish. The HUAWEI FreeBuds 4i comes in three colourways: Ceramic White, Carbon Black and Red, they are also lightweight fitting the ear canal and ultimately making them comfortable to wear all-day long.



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