Heineken UK is expanding the Red Stripe offering with the introduction of a brand-new range of ready-to-drink (RTD) rum cocktails, Rum Stripe by Red Stripe (7.5% ABV), in three delicious flavors: Rum Punch, Cherry & Cranberry, and Pineapple & Coconut. These new offerings are set to hit convenience store shelves in 250ml single can formats starting in August 2024. The range aims to tap into Red Stripe’s Jamaican heritage by combining real fruit juices with high-quality Caribbean rum, providing consumers with a taste of the tropics in a convenient and refreshing beverage.
With the Red Stripe brand already worth £25.5m and its popularity in convenience outlets, the introduction of the Rum Stripe range is expected to further expand Red Stripe’s potential for retailers. The booming RTDs category, which is worth £181m in convenience and growing at a rate of +5.4% year-on-year, presents a lucrative opportunity for Heineken UK to capitalize on consumer demand for innovative and flavorful drinks.
The concept of Rum Stripe by Red Stripe was first introduced in Jamaica, where it allowed consumers to enjoy the experience of Rum Cocktail drinking culture at home. Following a successful launch in the US, the UK debut of Rum Stripe aims to cater to changing drinking habits among Gen Z consumers, who prefer shorter, sweeter drinks according to a Polaris study by BCG in 2022.
Katie Park, head of Beyond Beer at Heineken UK, emphasizes the company’s commitment to bringing category-leading innovation to the market and evolving its brand portfolio in line with market trends. The introduction of three creative flavor combinations in the Rum Stripe range allows UK consumers to „Taste the Tropics“ and enjoy a unique drinking experience that combines the heritage of Red Stripe with the quality of Heineken UK’s products.
The UK debut of Rum Stripe by Red Stripe will take place at Notting Hill Carnival, where a range of sampling and branding activities will make the new range unmissable. Branded t-shirts worn by Carnival staff, goodie bags for attendees, and branded decorations and POS materials for local convenience stores will help create excitement and drive interest in the new range.
In conclusion, the introduction of Rum Stripe by Red Stripe represents Heineken UK’s commitment to innovation and consumer satisfaction. By expanding into new categories and leveraging the strength of its popular brands, Heineken UK aims to provide consumers with high-quality, flavorful drinks that meet their evolving preferences. The Rum Stripe range is set to be a hit among consumers looking for a taste of the tropics in a convenient and refreshing format.