RED Stripe will partner with key distributors to lift volumes and raise brand awareness over the Christmas season.

The programme will see the beer manufacturer offering incentives to community bar owners and wholesalers who meet targets given by the company.

“At the community bars, we are rewarding the operators where owners who signed up to hit agreed targets get the chance to win, a bar makeover, 50KCash and/or a major promotion at their outlet. The Consumer is also engaged with special pricing everytime we execute a promotion,” said Jomo Cato, Red Stripe’s head of marketing in Jamaica.

He added: “Our reps are working with the wholesalers in their regions on agreed targets, which, when hit, is potentially a huge payback for the wholesalers, due to a cash incentive that we have worked out for them. This channel is key to our business and drives huge volume for us.”

Cato said that there will also be special offers on Red Stripe products at supermarkets and sports bars.

At supermarkets, he said, consumers will receive “cash back directly” from the company with every purchase of two six packs. While every Friday, Red Stripe beers are two for one at select sports bars.

“These accounts are key to use because they provide the affiliation moments where persons gather to look at a game, celebrate small and big things about life. It’s great beer territory,” he said of the latter.

According to Safia Cooper, Red Stripe brand manager, while many companies all across Jamaica do special things at this time, Red Stripe is stepping outside of the box.

“We continue reaching out to our consumers all year round but at Christmas, we feel, that as one big family, we need to extend a helping hand and add an extra special element of happiness to the life of each consumer, whether it is with our products, our friendships, our laughter or just Christmas spirit,” Cooper said.