As Heineken USA prepares to take over management of Red Stripe beer on March 1, 2016, the company announced plans for the repatriation of Red Stripe production to Jamaica, Caribbean News Now reports. Desnoes and Geddes Ltd (D&G) will start the process of returning production of Red Stripe from North America back to Jamaica by the end of this year. This move follows the acquisition of a controlling stake in D&G by Heineken in October 2015.
“Heineken is the leader in upscale beer and cider because our products are rooted in traditions that translate to exceptional taste,” said Ronald den Elzen, president and CEO of Heineken USA. “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.”
The move is part of a larger plan to catapult Red Stripe to a truly global brand within the Heineken portfolio. Red Stripe, a full-bodied lager known around the world for its quality, taste and signature stubby bottle, has earned a loyal following among consumers who live life with a positive attitude.