The purpose of this study was to examine the effect of sales promotion on sales volume of St. GeorgernBeer which is one of BGI Ethiopia Beer brands. The researcher found out various ways through whichrnthe company employed sales promotion to raise sales volume of its product, stimulate and arouserncustomers and dealers favorable behavior towards the company and its brand. This study showed thernrelationship between sales promotion effect and sales volume of St. George Beer. For the study,rnempirical data was gathered from 255 respondents using self-administered questionnaire and analyzedrnusing correlation and regression analysis to examine the relationship between variables. The study alsornused mixed approach since both quantitative and qualitative data were gathered. The findings of thernstudy revealed that all the independent variables influence the dependent variable, sales volumernpositively and significantly.rnBased on the objective of the study, four hypotheses were formulated and tested and the result showed allrnwere supported. The populations of the study were channel distributers of the companyâ€™s product at largernand selected employees of the company itself. Taro Yamane formula was used to determine the samplernsize. The researcher made use of both primary and secondary data, structured questionnaire andrnpersonal interviews were used to elicit data from the respondents. Simple tables and percentage werernused to analyze the collected data. Based on the analysis, the sales promotion message of BGI Ethiopiarninfluence sales of the product, and dealers confirmed that they sell more St. George Beer duringrnpromotional periods.rnThe researcher recommended that the company should maintain and improve its sales promotionrncampaign and more sales promotional activities should be integrated with other promotional tools. Inrnconclusion, the promotional activities on St. George beer influence channel distributers/customers to salernmore of the brand and hence the sales volume increases as well.