Jamaican Produced Red Stripe Beer
U.S. launch is being supported by fully integrated campaign.
Red Stripe Beer produced in the brand’s homeland of Jamaica is now available in the United States. As of Jan. 1, the beer is being imported into the U.S. by Five Points Trading Co., a new Heineken venture aimed at incubating a range of the company’s emerging global brands back in-house in the U.S. The launch of Jamaica-brewed Red Stripe in the U.S. is being supported by a fully integrated campaign that leverages the culture and small island roots of the country. To build on the campaign, Red Stripe will unveil a digital discovery platform that will tap into the universal passion of Reggae music, alongside a rewards program that provides unique experiences, content and memorabilia authentic to the brand and Jamaica.
