AS the nation gets ready to amplify Jamaica's diamond jubilee celebrations through the Emancipendence period, beer giant Red Stripe is throwing its support behind the Government's mission to reignite the nation for greatness.
With the designation as the Official Beer for Jamaica 60, the iconic brand has announced its sponsorship of a national initiative involving the beautification of several locations across the island.
In collaboration with the Ministry of Culture, Gender, Entertainment and Sport, Red Stripe will be commissioning a series of murals that celebrate the pride of the Jamaican people. The murals will be executed by local artists who will capture the Jamaican vibe and energy.
Minister of Culture, Gender, Entertainment and Sport Olivia Grange noted that, "Jamaica is among the world's most tenable and globally acclaimed brands and cultures. The Jamaica 60 theme, 'Reigniting a Nation for Greatness', calls on us to recognise the power that lies within us as Jamaicans. We have made significant accomplishments over the past 60 years and, as we celebrate, we want to build the momentum so that Jamaicans at home and abroad feel reignited to create legacies for the future."
The minister added, "As we reflect on our journey as a nation and chart our course for the future, projects like the one we're undertaking with Red Stripe are important to achieving the progress we want to achieve. We are excited to have Red Stripe onboard as the official beer as we celebrate Jamaica's Diamond Jubilee," added the minister.
In addition to the beautification initiative the beer company will mark the milestone with the release of a limited-edition, commemorative, Jamaica 60 packaging for Red Stripe six packs, with promotional activities to engage its consumers in trade. The creatively designed packaging bearing Jamaican colours will be on shelves in time for the Emancipendence period.
Pointing to decades of support and contribution to communities and culture, Red Stripe's Head of Commercial Sean Wallace said sponsorship of Jamaica 60 activities is a demonstration of the company's ongoing commitment to the country's development. "Throughout our 104-year history we have remained at the epicentre of all things Jamaican. Whether its sports, music, culture or actively supporting community-based programmes, Red Stripe has been a leading corporate citizen. Our iconic beer is synonymous with Jamaica. When you think of authentic Jamaican culture and experiences, a cold Red Stripe beer is always present so we had to show up in a big way for Jamaica's grand 60th celebration."
The annual Jamaica Festival of Events will be amplified for this year's Diamond Jubilee from July 28 to August 7.
In addition to the usual festival staples such as the Jamaica Festival Queen Coronation, Gospel Star and Festival Song competitions, Mello-go-round and Grand Gala, there will be an Independence Float and Street Parade, among other commemorative activities.
Wallace noted that Red Stripe would be active in these spaces to help ensure memorable moments as Jamaica celebrates the historic milestone.