Guyana’s leading beverage and consumer goods manufacturer Banks DIH Limited has formally concluded its highly anticipated ‘Crown the Road’ customer loyalty promotion, awarding the campaign’s top prize – a brand-new SWM SUV valued at $5.5 million – to Vijay Latchminarine, a resident of East Canefield, Canje, Berbice.
Running over 10 consecutive weeks from April 10 to June 19 this year, the promotion was structured to reward regular patrons of Banks Beer at 15 participating bars scattered across Guyana. Throughout the campaign, organizers held regular draws that delivered instant $350,000 cash prizes to 15 lucky winners, bringing the total value of secondary consolation rewards to $5.25 million, before the much-awaited grand prize draw for the SUV that served as the event’s centerpiece.
The awarding of the SUV to Latchminarine marks the successful completion of a campaign crafted specifically to celebrate and acknowledge the long-term loyalty of Banks Beer consumers across the country. Speaking on the wrap-up of the promotion, Lee Baptiste, Sales and Marketing Executive at Banks DIH, emphasized that the initiative was rooted in meeting customers where they already connect with the brand.
“Crown the Road was about putting Banks Beer where our customers already are, at their favourite bars, enjoying time with friends and giving them a real chance to be rewarded for their loyalty,” Baptiste explained. “Seeing Mr. Latchminarine drive away in the grand prize SUV is exactly the kind of moment we hoped this promotion would create.”
Banks Beer, the flagship product at the center of the campaign, holds a Monde Selection Gold Quality award and has maintained its position as one of the most popular beer choices among Guyanese consumers. The brand is backed by its parent company’s more than seven decades of proven manufacturing excellence in the region.
As a cornerstone of Guyana’s consumer goods sector, Banks DIH Limited employs more than 1,600 local workers and holds a dominant position as a manufacturer and distributor of beverages, food items, and household products across the country. Beyond Banks Beer, the company’s extensive brand portfolio includes other well-known local favorites such as GT Beer, Guinness, XM Rum, Coca-Cola, Malta, Icee, and Qik Serv, alongside a wide range of other everyday consumer products. For decades, the firm has anchored its operations in three core priorities: delivering consistent high-quality products, investing in local community development, and supporting the long-term economic growth of Guyana.