I am not a beer drinker. If and when I do drink beer, Heineken is my preferred choice. But I,  like many Jamaicans grew up with a sense of pride knowing that we had our own real proper beer. Red Stripe was one hundred percent Jamaican. As a brand it spoke to everything that was cool about Jamaica. Fun, family, music, the beauty of our land and the personality of our people.  The ads that were run on JBC TV in the 70s and early 80’s made indelible marks on the psyches of myself and probably the entire post independence generation of the time.

Years later when I lived abroad I would stock my apartment with Red Stripe because if I had visitors I knew I would lose my yardman stripes if I didn’t have one to offer. Red Stripe was the realest calling card for a cool dude from a cool culture. When you are  in Babylon,  holding on to the aspects of your culture that embody your Jamaicaness become much more important than when you are home. I wore more Clarks in farrin, spoke more patois and even started to drink Red Stripe now and again.

Not anymore though. Red Stripe is currently seen as a has been beverage in the local market that has moved to stronger alcoholic pleasures. That happens. Tastes change. Products age out and  hopefully are nurtured and tweaked back into relevance.  What really sucks though is how badly Red Stripe has been marketed locally over the last decade or so.   An iconic Jamaican brand has pretty much been made into a laughingstock locally with a series of shabby ad campaigns which peaked with the highly touted and quickly cancelled “Bear” campaign.

 

My bredren Sandor spoke about it pretty much in detail in fairly polite terms in his blog.

 

They really did it with those. Really really rass up di ting .  Hopefully at some point some level of intelligence will take over the  local marketing and redeem a great great Jamaican brand.  Ironically, the overseas marketing of Red Stripe continues to be cool, quirky and well received.  Non-Jamaicans proving yet again that they understand our products and assets better than we ourselves do.

 

But what I have  located, as a tribute to our 50th year of independence is a reel of Red Stripe ads. It’s very long and spans over 4 decades.  I am sure you will see some classic ads that tell the tale of our special Jamaican lifestyle and reflect on how really and truly, Life is just for Living.