Red Stripe has once again demonstrated its commitment to responsible celebration with a purposeful showing at the final event of Caribbean Fit Fiyah’s fête-fitness series. 

The activation formed part of the company’s Drink and Live Responsibly campaign and sought to engage Carnival-goers ahead of the Jamaica Carnival season by reinforcing messages of wellness, hydration and personal accountability.

The fête-fitness session, which brought together scores of soca lovers and fitness enthusiasts, superseded a mere workout session; it was a cultural experience designed to bridge revelry and responsibility. Caribbean Fit Fiyah has steadily built a loyal community by merging physical fitness with the high-energy soundscape of Caribbean music, positioning itself as a key space for pre-Carnival conditioning.

Red Stripe saw an opportunity to embed its responsible consumption message in this setting before the road, before the parties, and before the first drink. Participants were gifted Malta, Red Stripe’s nutrient-rich, non-alcoholic beverage, as a means of supporting energy and hydration throughout the session. The drink’s formulation, featuring essential B vitamins, made it a fitting complement to the evening’s exertion and a subtle yet powerful reminder that smart choices can be both enjoyable and impactful.

“Our presence at Caribbean Fit Fiyah was deliberate. We wanted to meet consumers at the intersection of culture, wellness, and celebration, where the real decisions around responsible behaviour begin. Promoting hydration, stamina and smart choices before Carnival aligns with the broader goals of the Drink and Live Responsibly mandate,” said Red Stripe communications manager Daika Mitchell.

The initiative comes at a time when the Drink and Live Responsibly campaign has been expanding its footprint across diverse platforms: university campuses, educational institutions, and now fitness circles.

With each engagement, Red Stripe aims to redefine what it means to ‘drink responsibly’, extending the conversation beyond alcohol consumption to include broader themes of intentionality and health.

The campaign has also been deliberate about reaching audiences in ways that feel authentic and culturally relevant. By integrating with Caribbean Fit Fiyah, a brand grounded in regional identity and shared values, Red Stripe ensured the message landed with both credibility and resonance.