Red Stripe

By Robert Nickel

Everyone knows about Jamaican Rum, but what about Jamaican beer. Well, when it comes to beer, the incredible country of Jamaica isn’t a world power, but they do produce one instantly identifiable brand, Red Stripe. With its distinctive white label and a diagonal red stripe, it is hard to miss. Another unique feature of this beer, in the age of long neck bottles, is that the brewers employ the use of what is known as a “stubby” bottle.

Red Stripe didn’t begin its history in Jamaica, but rather in Galena, Illinois. A British investment duo bought the name, and the beer, in the late 1800s. In 1938, what is now the lager version, was created by Paul H. Cotter (the son of the company founder) and Bill Martindale. In 1958, the Jamaican version of this brewery was opened in Hunt’s Bay, Jamaica.

In the UK, red Stripe is brewed under license by the Charles Wells Brewery. Located in Bedford, Charles Wells produces red stripe in 484 ml cans, and not in the distinctive bottle known throughout North America.

Red Stripe’s initial forays into the American market suffered initially. To try and capitalize on the success of Heineken in the States, Red Stripe was packaged in green standard bottles. People who had traveled to Jamaica, were reluctant to try it, as it deviated from the white, red and stubby bottled version they knew. This problem was rectified, and with the illegal shipping of one of Jamaica’s other well know products in Red Stripe shipping containers, Red Stripe returned to the USA bearing its distinctive label and bottle.

The popularity of Jamaican music has also been of great benefit to the sales of Red Stripe. The rise of dance hall Reggae in the 1990s, got it even more exposure in the USA. Red Stripe also, in a very wise move, sponsors music events, but not limited to just Jamaican music. One of the biggest events associated with it is the annual Reggae Sumfest, hosted in Montego Bay, Jamaica. Red Stripe has also gotten into sponsoring sport in Jamaica. The Jamaican cricket team, soccer team and even the Jamaican bobsled team have all benefited from Red Stripe’s support.

Distribution of Red Stripe was greatly enhanced when Guinness Brewing Worldwide (now known as Diageo) purchased 51 percent ownership in Desnoes and Geddes Limited. Thanks to this acquisition there is now a Dragon Stout and a Red Stripe Light.

In an interesting historical side note, Red Stripe was the beer chosen by Professor Louis Gates, Jr., when he was invited to speak with President Obama and Cambridge, Mass., police officer, Jim Crowley. The meeting was instigated by Jim Crowley’s arrest of Professor Gates two weeks earlier. Two avoid facing criticism from Boston beer fans, Gates changed his order to Sam Adams light.

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Topics: Travel and Leisure | Comments Off

Tags: beer marketing, Jamaican beer, musical promotions, Red Stripe, rum, sports sponsorships, stubby bottle, Travel and Leisure

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