New Red Stripe flavour to hit shelves this summer
RED Stripe is positioning itself for higher profits this summer as the company rolls out its newest lemon-infused beer later this month.
The brewing company which posted $367 million net profit after tax on $2.9 billion in net sales over three months ending March 2015 or 88 per cent higher profit year on year, says the Red Stripe Lemon Paradise will add yet another variant to its outstanding collection of beers.
The beer is the second seasonal product the company has introduced in less than a year, after demands outweighed the supply of Red Stripe Sorrel beer last December. However, the company is months behind the introduction of its new formula for its flagship beer to contain at least five per cent cassava.
“We wanted to do something special for our consumers this summer, and with the success of Red Stripe Sorrel we figured a new flavour would be the right choice,” marketing manager Blandine JnPaul Reid stated in a release from the company.
“It has a refreshingly sweet and tangy taste that Jamaicans seem to love based on the positive feedback from patrons at the recently concluded Jamaica Beer Festival, where it was first introduced.”
Last year, innovation manager at Red Stripe, Rory Burchenson, told the Jamaica Observer that the company continues to innovate because of its focus on anticipating the needs of its consumers, instead of working only to meet demands. Additionally, he stated that the creation of new products ensures that the Red Stripe brand remains relevant.
Red Stripe’s core sales stood 20 per cent higher over year-earlier levels for the quarter from consumption of its products. The brewery makes Red Stripe beer, Guinness, Heineken, Malta, and distributes spirits including Johnnie Walker and Smirnoff. UK-based spirits manufacturer Diageo owns the largest stake in Red Stripe at 58 per cent.
The newest flavour is the combination of the original beer and sweet crisp lemon, according to the company, and will be introduced in more than 1500 outlets over the next few weeks and 2500 community bars in August.
“Our mission has always been to introduce distinctive, flavourful beers that will delight our consumers. For the first time we are capturing the essence of summer. We are excited to introduce this product and believe strongly that our consumers will enjoy this latest addition to our increasingly diverse portfolio,” Reid said.
