Red Stripe adds ginger beer to Talawah portfolio

Richard Browne, Business Reporter

Red Stripe Jamaica launched its newest brew, Talawah Ginger, an extension of the brewery's newest beer brand marketed at a more youthful market.

The new beer will be the company's sole alcoholic ginger-flavoured offering, having discontinued production of Red Stripe Light Ginger.

Talawah Ginger beer is Red Stripe's "third innovation in the last five months," said innovation manager Rory Burchenson at the product launch on Wednesday at the brewery.

The beer is already in the market, distributed by Celebration Brands, with a retail price of $120 compared to $100 for a regular Talawah beer.

The beer follows the introduction of Smirnoff Ice Red Berry vodka in June and Red Stripe Burst Raspberry beer launched earlier this month.

Red Stripe Jamaica is "on a fast-paced innovation track for this year," said Jomo Cato, head of marketing, who told Sunday Business that more products are coming down the pike and that new products are expected to drive up sales eventually by 25-30 per cent.

The next will be the local production of Smirnoff Blueberry which should start in December, he said. The 750ml bottle is currently being imported, but the company will be producing both the 750ml and 200ml sizes.

The smaller size is necessary for the Jamaican market, Cato said, as it represents 25 per cent of spirits sales.

Meanwhile, Red Stripe Light Apple has also been discontinued along with the Light Ginger beer.

When asked about any developments for its Gold Label rum which once gave Appleton rum some stiff competition, Cato said the company would be coming out with a "fantastic new liquid," but declined to say more.

not competing

As an alcoholic product, Red Stripe believes that Talawah Ginger Beer will not compete directly with its existing D&G Ginger Beer which is a soft drink.

But the Red Stripe beverage will not be the only alcoholic ginger beer on the Jamaican market.

Stones, which is well-established in Jamaica for its ginger wine, also produces a ginger beer. The drink was introduced to the Jamaican market by Select Brands in April 2012 and, like the Talawah brand, retails for $120.

Select Brands is not expecting Talawah Ginger to compete directly with the Stones beer, according to Dominic Beckford, marketing manager at Select. It's a "different niche," he told Sunday Business. The Stones product has a "more refreshing taste" in line with alcopops such as Smirnoff Ice, he said.

Cato describes the flavour of Talawah Ginger as more flavourful and spicier than any ginger product on the market.

"This knocks the socks off of any other ginger beer," he said, and is "the best-tasting one in the market."

Talawah is currently marketed in Jamaica only.

richard.browne@gleanerjm.com