Red Stripe bottles go stubby

Jamaican lager Red Stripe has unveiled a new look for its cans and has replaced the 330ml long neck bottle with a new stubby version.

The famous brand logo, said to represent the red stripe down the uniform trousers of the Jamaican police, has been given an extra tilt and curved at the ends to create a wings effect.

The lettering on the side of the packaging has also been redefined and simplified in an effort to give it a more contemporary appeal.

Red Stripe, which is brewed by Charles Wells and distributed by Bulmers, will unveil its new 340ml stubby bottle in November in time to maximise Christmas sales.

It is hoped that the new stubby, an authentic model of the one sold in its native Jamaica, will offer a different attraction behind the bar and reduce dependency on the 440ml can.

A spokesperson for Red Stripe said: "The new livery will make the can stand out far better than ever and the stubby bottle will broaden the appeal of the brand in the on-trade. Whichever is used, there will be a visible point of difference when it is stood next to the 340ml long neck bottles used by other premium lager brands."