Jamaica: Heineken-owned Red Stripe counts on flavoured beers amid tepid market growth

With Jamaica’s alcohol market expanding at just 1.5 per cent to 2 per cent annually — marginally above national GDP — Heineken-owned Red Stripe has launched a mango-flavoured beer, its fourth flavoured variant, to capture younger drinkers and women, Jamaica Observer reported on July 25.

Sean Wallace, head of commerce at Red Stripe Jamaica, told the Jamaica Observer the strategy addresses demographic gaps in its core lager’s appeal. “Globally, certain product categories tend to rate better with certain age groups or genders,” he said. “In general, women like less bitter drinks and those that are less filling.”

This focus on inclusivity now underpins Red Stripe’s flavoured beer range, which after 11 years constitutes roughly 15 per cent of its total volume. Wallace acknowledged the flagship lager historically underperformed with adults under 34 and female consumers, stating: “Red Stripe flavours attract a slightly different consumer from the ‘original’. When we do research, people consume it with a different intent — for chill moments.”

This segmentation extends to consumption occasions, Wallace explained. “When consumers drink the original Red Stripe, it’s about genuine connection with friends. With flavours, they’re choosing them specifically for a ‘chill moment’.” He characterised the flavoured range as “Red Stripe’s chill, cool, younger cousin” targeting 18-34-year-olds seeking “fresh, easygoing experiences”.

Amid these strategic shifts, market conditions remain challenging. Asked about growth constraints, Wallace cited Jamaica’s macroeconomic reality: “Our economy is not the fastest growing in the world.” He noted alcohol market expansion of 1.5 per cent to 2 per cent annually — slightly above GDP but limited — adding that COVID-19 had slashed Red Stripe’s sales volumes by 20 per cent, though recovery proved “quite quick”.

Parent company Heineken handles Caribbean and North American exports.

The new mango variant launches with sustainability claims, using returnable glass bottles and a 3.4 per cent alcohol content. Wallace stated this supports “sustainable and responsible consumption,” reducing environmental impact and boosting affordability through reuse. Distribution currently spans approximately 1,000 outlets.

Early consumer feedback noted a “nice flavour with good mango smell, not too heavy”, Wallace shared. When pressed on the mango blend, he conceded: “I can’t tell anybody what mango it is. People swear it’s Julie or Bombay.”