Sun | Mar 24, 2019

Red Stripe adds a touch of platinum

Published:Tuesday | January 25, 2011 | 12:00 AM

Heineken, Baileys and Johnnie Walker to heighten Jazz experience

Exclusive alcohol sponsor of the 2011 Jamaica Jazz and Blues Festival, Red Stripe, said it will unveil a great consumer experience to thousands of patrons expected at the 15th Jamaica Jazz and Blues Festival at the Trelawny Multi-purpose Stadium from January 27-29.

Its brands, Johnnie Walker, Baileys and Heineken take lead as platinum sponsors of the event.

Red Stripe's head of marketing, Jomo Cato, said consumers have come to expect a superior experience when Red Stripe and its brands sponsor an event.

"We have been raising the bar and our consumers have been enjoying the experience," said Cato. "The consumers are at the heart of everything we do. we listen to them and then strive to exceed their expectations."

Without giving too many details, Cato said the three brands will have a central hub at the venue to cater to consumers.

Johnnie Walker Lounge

There will be a Johnnie Walker Lounge where Johnnie Walker ambassador, Arturo Savage, from Venezuela, will host a tasting experience of Johnnie Walker Black Label and Blue Label.

Heineken will make a big splash this year as it has now branded the Talent Stage the Heineken Star Stage. The stage will be incorporated into the Heineken booth which will be in the shape of the very popular Heineken draught keg on sale.

There will also be a Baileys Lounge in the Gold section of the venue where delectable Baileys cocktails will be on offer.

Red Stripe said it has also considered the patron who finds that warm, comfort zone and wishes to stay there until the night ends. Cato said there will be roving ambassadors at the venue, offering bottle service on Johnnie Walker and Baileys, as well as the Heineken draught keg. The ambassadors will take patrons' orders and deliver to them.

Speaking to the investment of Baileys and Johnnie Walker, Cato said Jazz and Blues provides an optimal opportunity for Red Stripe to further establish its footprint in the spirits market.

Great opportunity

"Red Stripe and its parent company, Diageo, have some of the world's leading spirits and the festival provides a great opportunity for us to offer these brands to our target consumers and win them over," Cato said.

As part of the consumer engagement at Jazz, Johnnie Walker will offer a unique experience, Taste Mores. Led by Johnnie Walker, ambassador Arturo Savage, The Taste More experience will awaken consumers' senses to the many flavours contained in Johnnie Walker.

Heineken will also unlock VIP access for three patrons who visit the booth, giving them the opportunity to mingle with stars backstage.

"We have a truly engaging experience in store for our consumers," Cato added, "and we want them to come out for the great music and have a great time with our brands."