Red Stripe - History

History

Red Stripe was first produced in 1938 from a recipe developed by Paul H. Cotter (the son of founder E. P. Cotter) and Bill Martindale. Beginning in 1976, Red Stripe has been brewed under license in the UK by the Bedford based brewers, Charles Wells and is packaged in 484 mL (17.0 imp fl oz; 16.4 U.S. fl oz) aluminum cans.

In 1985, the brand was first imported to the United States with poor initial results. With an eye towards the success of Heineken, Red Stripe for export was packaged in green standard 12 U.S. fl oz (355 mL; 12.5 imp fl oz) bottles. American consumers exposed to Red Stripe through their travels to Jamaica as well as Jamaican expatriates were reluctant to try the brand in the States since it was not packaged in its distinctive squat brown bottle and painted label. This marketing issue was resolved only to have shipments temporarily suspended in January 1989 due to cannabis smuggling in shipping containers discovered in the Port of Miami. Red Stripe recovered and rode the popularity of dance hall reggae in the early 1990s to well over a million cases of annual distribution. Red Stripe is a significant sponsor of reggae, ska, and other music events, including the annual Reggae Sumfest hosted in Montego Bay.

In 1993, 51 percent ownership in Desnoes & Geddes Limited was purchased by Guinness Brewing Worldwide, now Diageo, an acquisition that has significantly increased the international distribution of Red Stripe and Dragon Stout. A new Red Stripe Light has also been added which is brewed and bottled in Jamaica and imported by Guinness in Stamford, Connecticut.

Diageo introduced canned Red Stripe, brewed under contract by Moosehead in New Brunswick, Canada,to the United States market in 2009.

In the U.S. in 2010, the bottling size was reduced from a typical 12 oz. per serving to 11.2 oz. per serving.

In 2012, Diageo moved production of the U.S. supply of Red Stripe from Jamaica to the U.S.; City Brewing Co. in Latrobe, Pennsylvania is producing the supply. Desnoes & Geddes will still make Red Stripe for Jamaica, Brazil, Canada and Europe.