Fifteen years Heineken
beer licence in Jamaica
One of the oldest licences for Heineken
heer in the Caribbean region Is held by the
brewery of Desnoes and Geddes Ltd. in
Jamaica. For fifteen years now Heineken
beer has been brewed there and, particu
larly in recent years, with great success.
Both the market share and sales of Heine
ken beer have shown substantial growth.
The Jamaican is proud and self-assured
but at the same time is orientated towards
the wider world. Heineken's image in
Jamaica links up w111 this perfectly.
The vignet that Bralima has
been using since the official
inauguration of its
The twelve new apollos with
a capacity of2,500 hectolitres
Mr. J.C. Janssen, area marketing
manager for the Caribbean and
Central America, is obviously
pleased about the good results of Des
noes Geddes. In fact, it is not easy
to win a place in the heart and lifestyle
of the Jamaican. 'But once you succeed,
you're made. As we've certainly found.
We can scarcely keep pace with the
growth in demand. This is also one of
the reasons why the brewery is being
Consumers and the trade in Jamaica
have seen few Heineken promotional
activities over the past fifteen years. But
this has now changed. Heineken is
sponsoring such events as jazz concerts
and the Caribbean Golf Tournament. A
new advertising campaign has also
been devised, based on the message:
'Heineken, share the good feeling...'.
Fifteen years of Heineken in
Jamaica is a milestone. In the autumn
of 1988 this was celebrated by giving a
big party for the employees of Desnoes
Geddes during which there were pre
sentations about Heineken in the world
and, of course, about Heineken in
The co-operation with Desnoes
Geddes was strengthened considerably
last year. One of the results was a licens
ing agreement for our brewery in St.
Lucia to brew Red Stripe beer. The Red
Stripe brand is owned by Desnoes
Geddes and is exported to various coun
tries, including the United States,
Canada and countries in the Caribbean.
Following the United Kingdom, St.
Lucia is now the second country in
which Red Stripe is brewed under li
The strengthened links with Des
noes Geddes have also resulted in
the launch of Green Sands Shandy in
Jamaica. Green Sands is currently still
brewed in Trinidad and exported to
Jamaica. The aim is to start producing
Green Sands under licence in Jamaica
in the future.
'Green Sands, deliciously different'
is the slogan for two TV spots specially
produced for Jamaican viewers. Radio
commercials and big posters are also
used to draw attention to this new pro
duct for Jamaica.