Old Jamaica’s new look is to roll out in the first quarter of 2025, supplier Beliv Company has confirmed.
The ginger beer brand, which last month sparked fears it was about to be discontinued with the launch of a “retirement” OOH and social media campaign, would get a “refreshed look and feel” next year, Beliv Company said.
Explaining the rationale for proclaiming the brand was to be “retired” prior to announcing the rebrand, UK marketing director Alfonso Haces said: “At the heart of Old Jamaica’s DNA is playfulness and irreverence and this meant we wanted to have some fun with our communications, creating anticipation ahead of revealing our refreshed look and feel in 2025.
“We’ve been successful in achieving a good deal of curiosity and excitement, and our next phase will see the new-style cans in market and on shelf in the UK at some point in Q1 2025.
“Old Jamaica is an iconic brand; our new look and feel will be a key part of our future vision.”
News that Old Jamaica was not to be retired after all broke last week after the brand posted a video to social media in which it asked: “Did anyone actually think we were signing off?”
The video went on to state: “We’re not f***ing leaving. It’s our iconic look we are bidding farewell to. Time for a well deserved refresh. Stay tuned.”
In a new video posted yesterday (29 October), the brand reaffirmed “this spice infused ginger nectar isn’t going anywhere”.
The video, narrated by the original “shelf stacker” from Old Jamaica’s retirement campaign, said: “You didn’t actually think we were leaving, did you? I mean, we’re the number one ginger beer in the whole of the UK and we wouldn’t do that to our Old Jamaica lovers.
“No, we’re just getting a well-deserved new look to stay the coolest can on the shelves.”
Old Jamaica was first launched in the UK in 1988 and remains widely stocked across grocery multiples and convenience outlets.
It remains the largest ginger beer in the UK, despite sales slipping by 0.4% to £11.3m last year, on volumes down 19.1% [NIQ 9 September 2023].
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