Since Heineken USA, White Plains, N.Y., acquired a controlling stake of Red Stripe Beer in 2015 and returned production back to the brand’s Jamaican homeland in 2016, the company has embarked on an aggressive 10-year investment plan dedicated to building Red Stripe’s position as a truly global brand.
In 2017, Red Stripe invested $16 million in a new, state-of-the-art production line exclusively dedicated to export markets. The investment boosts Red Stripe export production to 26,000 cases a day, more than 5 million cases a year and allows for future expansion of the brewery of as much as two times its current capacity. The new high-tech line is powered by liquefied natural gas, significantly reducing the brewery’s fuel usage, which will result in a 6,000-ton annual reduction of greenhouse gas emissions, according to the company.
Charles (Chas) Littlefield, general manager of Five Points Trading Co., said in a statement: “The long term investment in Red Stripe is monumental. 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 positive 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 said. “Although 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.”
Andrew Anguin, senior marketing manager of Caribbean Imports for Five Points Trading Co., added: “The changes at the brewery will have a significant impact in the U.S. market. 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 high-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.”
Red Stripe is imported in the United States by Five Points Trading Co., Heineken’s new venture aimed at incubating a range of the company’s emerging global brands back in-house in the United States, while taking them to new heights by utilizing the resources and expertise of the company’s established distribution network.
