Norwalk, CT – Diageo, the world’s leading premium spirits, beer and wine company announced today that production of Red Stripe currently brewed in Jamaica for the US market will be relocated to the United States beginning in 2012. Pennsylvania-based City Brewing has been tapped to handle US production. Jamaica-based Desnoes & Geddes Limited (D&G) will continue producing Red Stripe for Jamaica, Brazil, Canada and Europe and will receive royalties on US Red Stripe sales.

This new production model, typical for most global brewers, will enable greater investment in the brand in the US.

“Red Stripe and Red Stripe Light’s distinctive taste profiles will remain the same, and the brand’s personality will continue to embody the Jamaican culture that has always been its inspiration,” said Sheila Stanziale, President, Diageo-Guinness USA.

Stanziale continued, “Moving to a US production model for US volume significantly strengthens the Red Stripe brand and is a clear demonstration of Diageo’s commitment to the beer category, and to accelerating the growth of Red Stripe and our entire brand portfolio.”

Last week, Red Stripe Beer announced the world premiere of the Red Stripe Ambassador’s “Ambassador Say Relax” video, a reggae remake of the popular ’80s song “Relax” (originally recorded by Frankie Goes to Hollywood).

“Red Stripe embodies the spirit of Jamaica and relaxation.” — Erin Chin, Red Stripe Brand Manager, Diageo. “It was only fitting for us to pay homage to this celebrated Eighties hit in a fun way that is true to our brand and its fans.” Continue Reading »