23rd February 2016

Red Stripe® has been announced as the official Beer partner of the NME Awards 2016 with Austin, Texas – the first major piece of brand activity since HEINEKEN took control of the beer at the beginning of this year.


With music at the core of Red Stripe’s heritage, the partnership includes sponsorship of the ‘Best Live Band’ category and branding across all marketing and online activity supporting the NME Awards with Austin, Texas ceremony, and the UK-wide NME Awards Tour with Austin, Texas and NME Awards Shows with Austin, Texas.


The Jamaican lager will be exclusively available at the awards at London’s O2 Academy Brixton on 17 February, ensuring music artists, influential music industry movers and the hundreds of consumers in the audience have the opportunity to enjoy Red Stripe® at its best.


David Lette, World Lager Director said: “As with all our brands, HEINEKEN is committed to investing in our newest addition to the portfolio and our new partnership with such a credible and hugely influential music brand, NME, will continue to build on Red Stripe’s music legacy. This activation will be the first of many for Red Stripe and we’re hugely excited about the opportunity it will bring, both to the brand as well as to our customers.”


Matthew Chalkley, brand manager, NME, adds: “We are thrilled to be welcoming Red Stripe on board for the NME Awards 2016 with Austin, Texas as the official beer sponsor. Red Stripe’s music legacy makes this partnership a perfect fit as we bring both breaking artists and the best talent in the world to the stage during the awards campaign.”


The partnership also includes a series of placement opportunities, ranging from branded merchandise and consumer competitions to win tickets to the NME Awards Tour with Austin, Texas and NME Awards Shows with Austin, Texas.


Retailers and publicans are advised to stock up on Red Stripe, to ensure they maximise the sales opportunity created by the increased consumer awareness.



For more information on this release, please contact:


The HEINEKEN team on 020 3757 6800 /