The 23-year-old graduate of the Simon Diedong Dombo University of Business and Integrated Development Studies (SDD-UBIDS), a native of the Upper West Region, says he is overwhelmed by the award given to him as he least anticipated it. With smiles, he said: “I was super excited when they called to tell me I had won a car. At first, I thought it was a joke, not even a bicycle, but a car. Cowbell has totally changed my life.” 

Mr Beteryel in an interview with the media in Wa during the celebration of his award, narrated that he got interested in the promotion after he saw an advertisement about it on a television and decided to try his luck. “I saw the promo on TV, took note of the code, and later bought 20 pieces of Cowbell Coffee sachets to enter the draw. I did and even forgot about it until I received a message saying I had won some Cowbell products,” he explained. 

He said he initially thought the prize was only a product package until he later received a call from the Cowbell head office confirming that he had won the grand prize, a new Suzuki Jimny vehicle. 

Mr Bateryel expressed gratitude to Promasidor Ghana Limited, producers of Cowbell products, for the life-changing reward, and said he would continue to be a loyal customer.

 Mr Isaiah Daluo Sankye, the company’s Territorial Sales Representative for Wa, said the promotion was organised to reward loyal consumers and expressed appreciation for their continuous support to the brand. He explained that the “Cowbell Coffee-With you every moment” promotion, which ran from July to September 2025, received over 952,000 entries nationwide, with more than 20,000 prizes won across four draws. 

The prizes included the grand prize of a Suzuki Jimny, all-expense-paid trips to Zanzibar and Cape Town, cash prizes, PlayStation 5 consoles, smartphones, laptops, airtime, data bundles, and assorted Cowbell Coffee products. He commended consumers across the country for making Cowbell Coffee their preferred coffee beverage brand in Ghana. 

Mr Sankye indicated that the product currently had about 82 percent market share and assured that the company would continue to give back to society through such promotions.