Five Points Trad­ing Com­pany push­ing Red Stripe over­seas

Jamaica Gleaner - - NEWS -

AS GLOBAL beer gi­ant Heineken seeks to ce­ment the Red Stripe brand in the North Amer­i­can mar­ket, Heineken USA has launched Five Points Trad­ing Com­pany to drive the ef­fort. With plans to be­gin mar­ket­ing and brand­ing ac­tiv­i­ties as of Jan­uary 1, 2017, Five Points Trad­ing Com­pany rep­re­sents a new ven­ture aimed at in­cu­bat­ing a select range of pop­u­lar global beers, in­clud­ing Red Stripe, in the US mar­ket.

Red Stripe Man­ag­ing Di­rec­tor Ri­cardo Nun­cio de­scribed the new com­pany as an­other ex­am­ple of Heineken’s com­mit­ment to the great Ja­maican beer.

“Five Points Trad­ing Com­pany rep­re­sents Heineken in­no­va­tion and strate­gic think­ing. We are con­fi­dent that it will bol­ster the Red Stripe brand and pro­pel us to achiev­ing our growth tar­gets for 2017 and be­yond. We brought home Red Stripe pro­duc­tion for the US mar­ket this year and so this new push from Heineken couldn’t have come at a bet­ter time,” Nun­cio said.


Un­der the new ar­range­ment, Five Points Trad­ing Com­pany will as­sume re­spon­si­bil­ity for US im­ports of Red Stripe and other brands like Tiger, Birra Moretti, Af­fligem and Mur­phy’s Stout, among oth­ers. The aim is to of­fer a com­pany to help in­cu­bate these emerg­ing brands, while tak­ing them to new heights by util­is­ing the re­sources and ex­per­tise of the com­pany’s es­tab­lished dis­tri­bu­tion net­work.

Five Points Trad­ing Com­pany will be led by Gen­eral Man­ager Charles ‘Chas’ Lit­tle­field who,

along with his team, will man­age the new brands sep­a­rately from Heineken USA’s cur­rent port­fo­lio.

“Five Points Trad­ing Com­pany will pro­vide a nexus for new thoughts, per­spec­tives and cul­tural ex­plo­ration, while tap­ping into the legacy and im­port ex­per­tise of Heineken USA,” Lit­tle­field said. He added that the com­pany will fo­cus on grow­ing its cus­tomer base, which in­cludes tar­get­ing mil­len­ni­als.

“This port­fo­lio of ex­cep­tional beers pro­vides new op­por­tu­ni­ties to connect with mil­len­nial beer drinkers as they be­come more glob­alised and more ad­ven­tur­ous with their taste. We are ex­cited for the tran­si­tion and are al­ready hard at work de­vel­op­ing our 2017 go-to-mar­ket strat­egy.” Lit­tle­field noted.

Ri­cardo Nun­cio

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