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Red Stripe To Join Heineken From 1 January

Published on Dec 21 2015 4:32 PM in Drinks tagged: Heineken / Red Stripe

Red Stripe To Join Heineken From 1 January

Heineken is to formally assume control of Red Stripe lager in the British market from 1 January 2016, as a result of the Dutch company’s acquisition of Diageo’s stake in the Jamaican beer-maker Desnoes & Geddes, TheDrinksBusiness.com reports.

Diageo’s 57.9-per-cent holding in Desnoes & Geddes was purchased by Heineken in October of this year. The multinational’s British beer portfolio now includes (along with its flagship lager, Heineken) brands such as Birra Moretti, Sol, Tiger and Desperados.

The managing director for Heineken’s UK arm, David Forde, said, “We are hugely excited about Red Stripe joining our premium beer portfolio. The beer has a rich heritage, from its links with music through the decades to its famous cans and stubby bottles.

"Red Stripe brings with it a wealth of opportunities for our customers, which we will support through brand investment and innovation.”

News by Bloomberg, edited by ESM. To subscribe to ESM: The European Supermarket Magazine, click here.

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