Bars to get free liquor from Red Stripe, Pepsi

More than 1,800 community bars across the island are set to benefit from a $25-million initiative being spearheaded by Red Stripe, dubbed 'For our Bars: For Jamaica - Fi Di Bar Dem, Fi Jamaica'.

The programme, which also involves Pepsi, Celebration Brands and the Desnoes & Geddes Foundation, saw complimentary cases of Red Stripe and Pepsi product being given to bars for restocking. Bar operators are also getting masks and sanitisers, courtesy of the D&G Foundation. The Government estimates that there are more than 10,000 bars in the country.

"We know the importance of community bars as social and economic catalysts. These on trade outlets are highly valued partners of Red Stripe, and we will indeed dedicate significant time and effort to facilitate a smooth and successful transition to this new normal," Luis Prata, Red Stripe's managing director, said.

After being closed since mid-March, bars and village taverns reopened yesterday under strict guidelines intended to limit the spread of the novel coronavirus. Bar operators must ensure that physical distancing is observed and sanitation must be maintained inside each bar. Tables or stools have also been ordered removed from bars. No more than five persons are to be inside these establishments.

According to Red Stripe, a recent socio-economic impact assessment study found that 3,900 jobs are related to the distribution and sale of Red Stripe beverages. The study also found that Red Stripe is associated with an additional 1,100 jobs at the suppliers of its direct trade partners.

"We acknowledge community bars as key sources of employment and a critical economic driver. While they are small, community bars play too big a role in our economy to fail. The ultimate goal is to create a coalition of key industry stakeholders to partner with us to ensure the survival of this very important network of small businesses," Prata said. "Their ability to survive will be the barometer for the national economic recovery."