Celebration Brands launches in Mandeville
Published:Wednesday | April 10, 2013 | 12:00 AM
Celebration Brands Limited (CBL), owned by Red Stripe Jamaica and Pepsi-Cola Jamaica Bottling Company, launched operations in Mandeville on Monday in a first phase roll-out of what is expected to nationwide operations.
The new sales and distribution company will be responsible for selling the spirits, beer and beverages manufactured and/or marketed by the two big drink companies.
CBL will be run by Gustavo Flamenco, as managing director. Flamenco is also country head of Pepsi Jamaica. Red Stripe Jamaica's General Manager Cedric Blair is the chairman of the CBL board.
Celebration deepens the longstanding partnership between the two operations. Pepsi Jamaica is distributor of Red Stripe Beer and holds the rights to manufacture under the Desnoes & Geddes label owned by Red Stripe Jamaica.
CBL is touted by its owners as "the single biggest distribution company in Jamaica", according to a statement from the partners. It will handle brands such as Johnnie Walker, Red Stripe, Guinness, Smirnoff, J&B, Baileys, Tanqueray, Pepsi, Ocean Spray, Aqua Essential water and D&G drinks.
The company will employ 700 Jamaicans, but only 200 will be newly created jobs. The others will be drawn from existing staff at both companies.
Celebration's roll-out in other areas of the country is expected to be completed in September. The Mandeville operation will handle sales for central Jamaica.
Red Stripe, which is majority owned by Diageo Plc, is mainly in the business of beer but the company recently diversified into rum and it also distributes products on behalf of its parent.
Pepsi Jamaica, owned by CabCorp, distributes the brands of PepsiCo and Ocean Spray in Jamaica, and also handles distribution on behalf of Red Stripe Jamaica.