Sector Head Beverage Peter Hall during his presentation at the Carib Brewery Distributor Conference at Hyatt Regency, yesterday.
PICTURE SHIRLEY BAHADUR
PICTURE SHIRLEY BAHADUR
Carib continues its international aim
Carib Brewery is aiming to establish itself as a global company. This was outlined by Peter Hall, beverage sector head at the ANSA McAL Group as he addressed a distributors conference at the Hyatt Regency hotel yesterday.
He said, “One of the very important parts of our mission is really to take Carib lager to the world. To take the Carib brand everywhere that we can and to become an iconic global brand for Carib lager. That’s a very important part of our mission and that part is not limited to the Caribbean.”
Hall said the company is confident that it has what it takes to break into the global market.
“We see that as a worldwide opportunity for this brand. That’s how confident we are in Carib lager. That it has what it takes to transcend. We know it’s already transcended Trinidad and Tobago. It did that long ago,” he added.
Hall noted that in the Caribbean, Carib had outperformed many other beers and even held its own against many international brands.
“Many tried to be the beer of the Caribbean,” he said, “We’ve got a great track record. We know Carib can travel. It can transcend fierce rivalries within this region,” Hall posited.
He said the push for a global presence would involve widening its reach in the Caribbean.
“We also see opportunity in what we consider the 41 markets of the Caribbean. In that sense, we are small market specialists.
We want to be in Saba, we want to be in French Guyana we want to be in Bermuda,” Hall said.
Carib push for further presence internationally has been gaining momentum in the past two years. Last year, Florida Beer Company, which has been owned by the ANSA McAL group since 2016, changed its name to Carib Brewery USA, to emphasise the brand’s growing international success as well as to reinforce the brand’s equity.
Last year the Brewery underwent a significant rebrand and marketing promotion, including the release of a music video featuring popular international record producer DJ Khaled, Dancehall star Shenseea and soca artiste Kerwin Du Bois.
He said, “One of the very important parts of our mission is really to take Carib lager to the world. To take the Carib brand everywhere that we can and to become an iconic global brand for Carib lager. That’s a very important part of our mission and that part is not limited to the Caribbean.”
Hall said the company is confident that it has what it takes to break into the global market.
“We see that as a worldwide opportunity for this brand. That’s how confident we are in Carib lager. That it has what it takes to transcend. We know it’s already transcended Trinidad and Tobago. It did that long ago,” he added.
Hall noted that in the Caribbean, Carib had outperformed many other beers and even held its own against many international brands.
“Many tried to be the beer of the Caribbean,” he said, “We’ve got a great track record. We know Carib can travel. It can transcend fierce rivalries within this region,” Hall posited.
He said the push for a global presence would involve widening its reach in the Caribbean.
“We also see opportunity in what we consider the 41 markets of the Caribbean. In that sense, we are small market specialists.
We want to be in Saba, we want to be in French Guyana we want to be in Bermuda,” Hall said.
Carib push for further presence internationally has been gaining momentum in the past two years. Last year, Florida Beer Company, which has been owned by the ANSA McAL group since 2016, changed its name to Carib Brewery USA, to emphasise the brand’s growing international success as well as to reinforce the brand’s equity.
Last year the Brewery underwent a significant rebrand and marketing promotion, including the release of a music video featuring popular international record producer DJ Khaled, Dancehall star Shenseea and soca artiste Kerwin Du Bois.