Heineken-owned Jamaican lager brand Red Stripe has launched a digital music programme called This Feeling TV.
The first episode, featuring guests Carl Barât of The Libertines and Line of Duty actor Martin Compston, has so far racked up more than 23,000 views on YouTube. It was filmed at London venue Nambucca, with live performances from Slaves, DMA’s and Tom Greenham.
Red Stripe had long had “an important association with the music scene, from reggae to ska to punk to rock”, said senior brand manager Kate Macdonald. “It’s only right that we continue to keep the beer’s illustrious history and musical heritage alive.”
The brand had £678k wiped from its value over the past year, dropping -3.7% from £18.3m to £17.7m, with volumes down -3.7% [IRI 52 w/e 26 March 2017].