The first cases of iconic Red Stripe Beer, produced once again in the brand’s homeland of Jamaica, arrive on U.S. retail store shelves as the brand readies its aggressive plan to energize growth in the U.S. Following the acquisition of a controlling stake of Red Stripe in October 2015, HEINEKEN has successfully brought production of the beloved brand home as part of the company’s broader mission to deliver true import brands that exemplify the transparency and authenticity consumers expect and deserve. After months of planning, staff recruiting, training and equipment upgrades, Red Stripe made good on its commitment to return production of U.S. volumes to Jamaica in September 2016. Red Stripe will hit the ground running on Jan. 1, 2017 with a fully-integrated campaign that leverages the culture and small island roots that have captivated the hearts and minds of consumers across generations. In the spring, building on the campaign, Red Stripe will unveil a groundbreaking digital discovery platform that taps into the universal passion point of Reggae Music along with a rewards program that provides unique experiences, content and memorabilia authentic to the brand and Jamaica.
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