Red Stripe Beer is now 'Down Under'

As Red Stripe advances its plans to begin local production of export volumes destined for the United States, the beer company is making inroads into new markets. The Spanish Town Road-based business sent its first shipment of the Red Stripe Beer to Australia in June and is already processing a second order following excellent feedback from taste testing in the "land down under".

"It's part of Red Stripe's plan to position the brand as a key global player," said Jean Look Tong, head of Red Stripe International and Exports. Industry experts say Australia has per capita beer consumption of 109.9 litres per person and is fourth in global beer consumption. With international premium (IP) and craft brews driving the largest growth in beer, Look Tong said the Australian market promised strong potential for its export business.

"Launching in Australia is a testimony of our ability to leverage Heineken's network in order to grow Red Stripe. We still have a far way to go in order to hit our ambition, but we are on the right path, taking advantage of opportunities aligned to our brand and growth strategy," asserted Look Tong, who added that the beer company was excited about the prospects.

Red Stripe is being distributed by Drinkworks, a wholly owned subsidiary and the Australian arm of Heineken New Zealand Brewery. Drinkworks already represents a premium portfolio which includes IP, Craft and Cider. Red Stripe satisfies the distributor's 'must-win-battle' of driving growth through innovation and expansion.

From its perspective, Red Stripe said the company was focusing on first establishing the brand in key cities such as Melbourne, Sydney, Brisbane and Perth in both off-premise consumption as well as the 'on trade' such as bars and restaurants.