Products launched by Heineken USA for American Market
Durrant Pate/ Contributor
Jamaican iconic beer brand, Red Stripe is seeking to clarify two new canned Red Stripe ready-to-drink rum cocktails are not for the Jamaican market.
Last week Our Today broke the news that Red Stripe is getting into the rum punch business with the launch of its first-ever rum-based drinks, Red Stripe Rum Punch and the Red Stripe Mojito.
In a response to our article, Red Stripe confirmed that Heineken USA, the American division of its parent company, Heineken has launched two new canned Red Stripe ready-to-drink rum cocktails in the American market.
The canned cocktails hit shelves in nine states including Florida, New York, New Jersey, Georgia and South Carolina in April. The rum-based drinks are the latest innovations from the HEINEKEN USA/Red Stripe new product innovations (NPI) pipeline.
Targeting American consumers
Red Stripe Rum Punch and Rum Mojito are intended to take the next generation of US consumers on the journey beyond beer with bold flavours. Rum Punch is made with Caribbean rum, natural flavours, mango juice and sparkling water, while Rum Mojito is made with Caribbean rum, natural flavours, lime juice and sparkling water.
“The spirit-based cocktail segment is the fastest growing category within the beer, wine and spirits industry, and with our latest Red Stripe rum innovation, we are able to tap into this trend and introduce this iconic brand to a new generation of consumers. The Red Stripe Rum Drinks perfectly embody the vibrant spirit of Jamaica, and signal a venture beyond beer, no shaker required.”
Oscar Martinez, Senior Director of Marketing & Innovation, Heineken USA
The new Rum Punch is a refreshingly sweet and vibrant tropical flavour while the Mojito is a refreshing and smooth classic citrusy flavour. The two rum cocktails, which have an alcohol content of 5.9%, are permanent offerings in the US market.
Red Stripe Rum Punch and Rum Mojito will not be available in Jamaica.
Commenting on the new brand entrants, Senior Director of Marketing & Innovation at parent company Heineken USA, Oscar Martinez explained, “The spirit-based cocktail segment is the fastest growing category within the beer, wine and spirits industry, and with our latest Red Stripe rum innovation, we are able to tap into this trend and introduce this iconic brand to a new generation of consumers. The Red Stripe Rum Drinks perfectly embody the vibrant spirit of Jamaica, and signal a venture beyond beer, no shaker required.”
See Red Stripe launches Rum Punch beverage
Comments