Faced with competition from imported products, Carib has embarked on a strategy to resume its status as the number one beer in Trinidad and Tobago. On March 29, the company unveiled a spanking new campaign at its Champs Fleurs headquarters, with the slogan Real beer is Carib, which was preceded by a road show with stops at premium bars in Curepe and St Augustine.
“We are in a tough environment. Our competitors are very close to us, but Carib is holding its own. It’s been here over 62 years. It’s the first beer. It has a very strong market share for a beer that’s been around for that long, with competitors coming in from overseas all the time. To be able to hold on to its share is a testament to the brand itself,” Douglas Henderson, global brand director.
“We needed to get back to the roots; to what this beer is about. Everyone remembers years ago, T&T was Carib country. Our objective with this campaign is to bring that back; reclaim the land as Carib country once again.”