Red Stripe “stubby” bottles launched in on-trade

Red Stripe StubbyJamaican lager Red Stripe has become the first lager in the UK to be launched in the on-trade in a 300ml “stubby” bottle normally found in the off-trade.

Available now, the new bottle is being introduced by brand owner Diageo to drive awareness and maximise incremental sales in bars, pubs and clubs.

Red Stripe’s stubby bottle – the original Jamaican bottle design – is recognised around the world. Diageo believes that launching this format in the UK market will strengthen its position as a popular world beer.

The new bottle has strong stand-out because of its clear branding, wider facing and its unusual shape, which highlights the lager’s heritage in a new way and is expected to broaden its appeal in the on-trade.

Claire Prat, brand manager for Red Stripe at Diageo GB, said: “The new ‘stubby’ bottle is a celebration of traditional Jamaican heritage and offers our customers a real point of difference.

“The beer category is currently worth £2.5billion in the on-trade and we expect this new launch to drive sales and build our distribution.”

The launch will be suppoted by an integrated marketing campaign including digital, PR and in-store activity with additional point-of-sale materials to support the launch in the on-trade.

Red Stripe has long been one of the few beers regularly sold in the on-trade in cans – a trend that is now taking off in the UK after the popularity of canned craft beers in the US.

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