Following Heineken taking a controlling stake of Red Stripe Beer in 2015 and returning production back to the brand’s Jamaican homeland in 2016, the company has embarked on a 10-year investment plan to build Red Stripe’s position as a prominent global brand.
In 2017, Red Stripe invested $16 million in a new, state-of-the-art production line dedicated exclusively to export markets. The investment boosts Red Stripe’s export production to 26,000 cases per day, or over 5 million cases per year and facilitates future expansion of the brewery up to two times its current capacity.
The new hi-tech line is powered by liquefied natural gas, significantly reducing the brewery’s fuel usage, which will result in a 6,000 tons of annual reduction of greenhouse gas emissions. “The long-term investment in Red Stripe is monumental,” noted Charles (Chas) Littlefield, GM, Five Points Trading Co. “In addition to greater capacity, Red Stripe’s investment will significantly improve service to its export markets and delivers on the brand’s commitment to making a positive environmental impact.”
The plan also accounts for growth of U.S. and global volume demand to increase local raw materials sourcing. “Increased demand means hundreds of new jobs for Jamaican farmers and a boost to the Jamaican economy,” Littlefield added. Yet while Heineken has a global footprint, “It remains a family owned company that is dedicated to supporting the local economies where its brands are brewed. Developing a plan that benefits Jamaica, its people and the environment over the long term was integral to the strategic planning process.”
“The changes at the brewery will have a significant impact in the U.S. market,” noted Andrew Anguin, senior marketing manager, Caribbean imports for Five Points Trading Co.
“We are gearing up for an aggressive 2018 hyper-local growth plan in the U.S., concentrating efforts and resources against the greatest local market opportunities where current and high potential Red Stripe consumers live. The new hi-tech production line in Jamaica guarantees we can consistently deliver the best quality, freshest Red Stripe beer on a timely basis in the packs our consumers demand. This is critical to the future success of Red Stripe here and on the global stage.”