KINGSTON (Star): Dancehall icon, Bounty Killer, will be the headline act to perform at the launch of Desnoes & Geddes White Rum tonight.
Red Stripe is introducing a white overproof rum to the market in recognition of Jamaica's 50 years of Independence at its head office.
Bounty is looking forward to this performance saying that he is proud to be part of this grand introduction in celebration of Jamaica 50.
"We as a nation, we are all in celebration mode for the 50 years of independence. This new white rum is a nice addition to the party mix for the summer and for us as a people celebrating," Bounty said.
"I love this new move. White rum is a Jamaican drink and one of the big things Jamaica is known for all over the world," he continued.
The company says it will offer greater quality and value for its consumers with this new product. D&G White Overproof Rum represents Red Stripe's second innovation commemorating Jamaica's 50th year of independence following the highly successful introduction of Talawah lager beer.
"D&G White Overproof Rum represents quality and value for our consumers, and it will be the most affordable white rum on the market," stated Red Stripe's head of marketing, Jomo Cato. He said that "2012 represents a special year for all Jamaicans as we celebrate 50 years as an independent nation, and that's reason to celebrate. So we're offering our consumers the most affordable white rum to ring in our 50th anniversary."
Bounty promises a set full of hits from his repertoire and encourages all to come out and share the experience.
"It will be an exciting performance. as always, I'll be bringing the energy," Bounty said.
D&G White Overproof Rum rounds out Red Stripe's extensive brew and spirits portfolio making it the most complete in the market. It is also part of the company's overall strategy of having a portfolio that represents the best global and local brands.
"The rum category has strong value in Jamaica," said Red Stripe's managing director Renato Gonzalez. "We see a great opportunity to offer white rum for our consumers that has great quality, provides great value for them, commemorates our 50th year of Independence, and completes our portfolio as the best with the most options for consumers."
Cato added that Red Stripe would be aggressive in winning a share of the white rum market in year one and believed its competitive pricing, which would make it the most affordable white rum option on the market, would make that target possible.