Red Stripe given major boost by Bedford brewer
Regional brewer Charles Wells has unveiled a £2.7m campaign aimed at resuscitating its newly acquired Red Stripe brand.
The Bedford-based brewer is putting its weight behind the Jamaican lager for the first time since it took full control of the brand at the end of last year.
A major print advertising campaign, underlining the brand's laid back Caribbean roots, will front a crusade designed to bring the brand's flagging fortunes to an end.
Red Stripe has been brewed under licence at Charles Wells since 1976 but until recently the marketing and distribution had been under the control of HP Bulmer.
Red Stripe was one of the first premium packaged lagers on the market in the 1980's and found a strong following within the burgeoning West Indian community, but the brand has been unable to replicate its success in recent years.
"We want to put Red Stripe on the map in the trade as it hasn't been very active recently," said Guy Shreeves, marketing manager at Charles Wells. "It was way down the priority list at Bulmers and a lot of people are very happy that we have taken it on and are shouting about a brand that we believe has huge potential."
To coincide with the new advertising campaign, which is due to run across a number of lifestyle magazines, Charles Wells has also introduced a new can design for the on-trade and there are plans afoot to give the brand's authentic stubby bottle a higher profile in the UK.
"In the 1980's, the Red Stripe can was a real icon but we've really sharpened up the design," added Mr Shreeves. "There are a number of bars that still stock cans but we are also hope to give the bottle a push as it hasn't been communicated very well."
Mr Shreeves added that the brand was cementing its links with its Caribbean following by getting involved with a number of events including London's Notting Hill Carnival and the SumFest in Jamaica
Charles Wells has also announced that it is going to team-up with the British Surfing Association in a major link-up with the sport.
As the official beer of British surfing, Red Stripe will gain access to festivals, bars and a number of key events and competitions.
Mr Shreeves added: "It's a brands minefield out there but we see Red Stripe as a premium and niche alternative to Stella Artois and Kronenbourg. There's a latent awareness of the brand among older drinkers and we want to tap into that as well as bringing new consumers to Red Stripe."
