Jamaica Gleaner / 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.
new arrangement 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.