RED STRIPE TURNS UP THE VOLUME ON ITS MUSIC HERITAGE
15 March 2018
- ‘Red Stripe Presents: This Feeling TV’ is back for 2018, following its successful launch in 2017
- The partnership will also see 200 live club nights showcasing up-and-coming talent in over 40 live music venues, across the UK
- The campaign will aim to further cement Red Stripe’s involvement with grassroots music
Red Stripe, the Jamaican lager, has renewed its relationship with indie music flagbearer ‘This Feeling’ to champion grassroots music again in 2018. The new music online TV show ‘Red Stripe presents: This Feeling TV’ will return for four instalments this year with Radio X presenter Gordon Smart and fellow DJ Elspeth Pierce at the helm, following the successful 2017 launch.
Red Stripe presents: This Feeling TV has been welcomed by artists and the wider music industry. Noel Gallagher said “They [This Feeling] believe in the power of guitar music, and when the indie scene makes its glorious comeback, you can bet you’re a*** you will have seen it first on This Feeling TV.” The shows have also attracted A-list stars including Holly Willoughby, Carl Barat, Kasabian and Liam Gallagher.
Red Stripe has a rich heritage and association with music and counter culture in the UK, from being drunk by world famous bands such as The Clash, to being served at iconic pubs, bars and live music venues across the country.
As part of the partnership, the brand will sponsor over 200 This Feeling club nights at 40 different venues in cities and towns up and down the country. What’s more, Red Stripe is also expanding its Earn Your Stripes initiative, a programme for technical staff or students to gain valuable knowledge through work experience placements, with the aim of providing the UK’s next crop of Alan McGees and Rankins a leg up in the music industry.
Izabela Glodek of Red Stripe said: “The brand has always had a rich association and heritage with indie music, and with ‘Red Stripe Presents: This Feeling TV’ returning this year, on top of 200 lives shows and four live-streamed gigs from Pirate Studios, we expect 2018 to be one of the biggest and most exciting years for Red Stripe to date.”
Red Stripe enjoyed strong growth within the on-trade in 2017. Draught volume is growing at 13% year on year and is now in over 3,600 outlets – a figure that’s growing at nearly 60%.
This latest investment for Red Stripe reinforces its links with music as the brand looks to secure another strong performance in the on-trade in 2018.