Jamaican Brand Red Stripe Includes New Rum-Based Offerings
The Jamaican beer brand Red Stripe is expanding its portfolio to include rum-based ready-to-drink (RTD) cocktails with tropical vibes and exciting flavors: Red Stripe Rum Punch and Red Stripe Rum Mojito. The two new cocktails signal Red Stripe’s unprecedented venture beyond beer into the spirits and RTD categories.
Considering the new generation of consumers, the new cocktails were made with tropical flavors. According to the company, the spirit-based cocktail segment is the fastest-growing category within the spirits industry. Hence, with this latest Red Stripe rum innovation, they are able to tap into this trend and introduce the iconic brand to a new generation of consumers. This will be a new look for the brand in the current market.
The Red Stripe Rum Drinks are made with real Caribbean rum and contain 5.9% ABV, and both flavors come in packs of slim 12-oz. cans. The Red Stripe Rum Punch has natural mango and lime juice with a sweet and vibrant tropical taste. The Mojito edition is based on a classic cocktail with a refreshing citrus flavor. Red Stripe’s rum drinks will be available in Florida and select markets across the northeast US starting this spring.
Red Stripe was first brewed in Jamaica in 1928. Dubbed the Great Jamaican Beer, Red Stripe has earned the distinction of having received 16 Monde Selection Awards for Quality, among other significant awards. The brand is then positioning itself in the global market thanks to its innovative products.
In addition to the world-famous Red Stripe® Lager Beer, the portfolio includes Red Stripe’s latest innovation, Red Stripe Rum Drinks—new canned rum cocktails available in Red Stripe® Rum Punch and Red Stripe® Rum Mojito. By moving into the canned cocktail sphere, Red Stripe looks to be angling for a share of what industry analysts have estimated to be an over USD 700 million global market.
