INJ!N, Red Stripe’s latest foray into the beverage market, made an exciting stop at Jamaica Observer’s Beechwood Avenue headquarters yesterday, revving up the newspaper company’s lunchtime activities.

“Inj!n connotes energy, fun, and excitement, and with it we wanted to tap into a section of the market which we’re not in, bitters. It’s one of the fastest-growing segments, and at Red Stripe we’re always looking for ways to increase and expand our market share,” Imru James, brand manager stouts and malta at Red Stripe, told the Jamaica Observer.

He went on to describe the newest product in the company’s line-up.

“It’s a roots, Jamaica-based bitters infused with sarsaparilla, ginseng, and other herbs that make its flavour and taste very local to Jamaica,” he said.

According to James, the product has been on store shelves since July 17 and the feedback has been resoundingly positive.

Jamaica Observer’s managing director, Danville Walker was among the first to sample the new product.

“It’s a good taste that makes you want to drink more. The alcohol content is low, so you can relax with it,” he said.

Not only providing samples, the Inj!n team organised a mix-off between Entertainment Editor Brian Bonitto and Simone Morgan, entertainment reporter.

With the task of delivering three drinks, all using Inj!n as a base and several other products of the vast line-up. The competition was judge by a panel of three collegues comprising Sharla Murry, Jason Brown, and Taneisha Smith.

In the end, Bonitto’s Inj!n Boost prevailed over Morgan’s Inj!n Overdrive.

“His drink had a nice balance and colour,” Smith added.

— Rory Daley