Trade Resources Company News Heineken USA to Resume Production of Red Stripe in Jamaica by 2016-End

Heineken USA to Resume Production of Red Stripe in Jamaica by 2016-End

Heineken’s subsidiary and Jamaican brewer Desnoes and Geddes (D&G), which produces Red Stripe, is planning to resume production of the beer in Jamaica by the end of 2016.

Heineken USA to Resume Production of Red Stripe in Jamaica by 2016-End

The initiative is part of a bigger strategy of Heineken to make Red Stripe a global brand within Heineken's portfolio.

The move comes a few months after Heineken bought Diageo's stake in D&G, taking its ownership share in the company to 73.3%.

Heineken USA is now preparing to take over Red Stripe management starting 1 March 2016.

Heineken president and CEO Ronald den Elzen said: "Heineken is the leader in upscale beer and cider because our products are rooted in traditions that translate to exceptional taste.

"We love the Jamaican culture and want to reinvigorate the brand and the iconic stubby bottle by bringing the production of Red Stripe back to Jamaica where it came to life nearly 90 years ago."

Red Stripe is a full-bodied lager beer, which is identified with its typical stubby bottle.

Red Stripe managing director Ricardo Nuncio was quoted by jamaicaobserver.com as saying: "We are determined to bring the US Red Stripe volumes back home. It feels very good to bring Red Stripe back to its roots and resume exporting it to the US market from Jamaica.

"This is one of a series of actions we have planned for Red Stripe's strategic positioning as a key global brand. It will represent substantial investment by the company to ensure that the brewery is best positioned to deliver a competitive and consistently high quality product with reliable supply to the North American market."

Last December, Diageo completed the sale of stake in two joint ventures for $780.5m, giving control over brands like Red Stripe to Heineken.

The deal, which was announced in October, entailed Diageo offloading its brewing companies in Jamaica, Malaysia and Singapore, to Heineken.

Under the deal, Heineken acquired 57.9% stake in Diageo's Jamaican brewer Desnoes & Geddes, which produces Red Stripe and Dragon brands.

Image: Red Stripe to return to Jamaica. Photo: Courtesy of WestportWiki/Wikipedia.

Source: http://beer.drinks-business-review.com/news/heineken-usa-to-resume-production-of-red-stripe-in-jamaica-by-2016-end-4814715
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