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Stabroek News

Red Stripe, eight other Diageo brands cop impact award
published: Wednesday | April 11, 2007


Red Stripe beer, brewed in Jamaica, has copped a Hot Brand award from Impact Databank.

The local beer was one of nine Diageo brands to win the award, said a company release issued out of the United Kingdom.

"Diageo is the only company to be recognised for its brand performance across three categories, with five spirits brands, two wine brands, and two of its beer brands receiving the Hot Brand designation," said the release.

The other eight brands were Smirnoff, Captain Morgan, Crown Royal, Edna Valley Vineyard, Jos Cuervo, Sterling Vintner's Collection, and Smirnoff Twisted.

The Impact Hot Brand Awards are given in four categories: distilled spirits, domestic wines, imported wines, and beer/flavoured malt beverages.

Diageo said to secure the awards, the brands had to demonstrate growth of at least 20 per cent growth in 2006, double digit growth in the last three years and high volume sales.

Diageo was also able to meet a minimum volume requirement of 200,000 cases of distilled spirits or 250,000 cases of domestic wines in the calendar year 2006 "that propelled them to the top in each of the categories," the company said.

"This sustained performance is because of the commitment and support of our retail and wholesale customers and our people at Diageo," said Ivan Menezes, president and CEO of Diageo North America.

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