Pavone and Carib bring original caribbean beer of choice to American shores

When it comes to “beach beers,” Corona has the sleepy, laid-back approach down to a
science. That’s fine if your idea of a good time is a beach chair and a good book, but the
brewers behind Carib – a leading beer on its home island of Trinidad, and the Caribbean’s
most widely distributed brand – have other plans.

Brewed since 1950, Carib has enjoyed huge success in the Caribbean and in recent years
has begun focusing more attention on the American beer market, particularly in Florida and in New York. To help speed the transition from homeland beer of choice to mainland import, Carib has partnered with food and beverage marketing agency Pavone. Pavone is focusing much of its initial efforts in Florida, a market providing an ideal launching pad and a natural fit for a beer that prides itself on embracing the outgoing, high-energy Caribbean lifestyle.

The main objective for Pavone: Make a bigger splash in Florida and then introduce the
original island favorite to beer drinkers beyond the Sunshine State. As the current buzz
surrounding Carib builds, those introductions should come easily. “The quintessential beach beer” is how it was recently described on FoxNews.com. The reviewer was also “confident it’ll beat Corona every day of the week and twice on Sundays.”

The Pavone marketing campaign also includes on-premise promotions and events,
traditional advertising, and supply channel outreach with distributors.

The campaigns kick off this summer focused on the test market of South Florida. The
Pavone team created a campaign for Carib based on what the Caribbean is all about –
adventure and excitement. The region is credited as the birthplace of Carnival, a festive
season incorporating costumes, dance, Calypso music, street parties and parades that has
been adopted by cities around the world.

“Despite what other beer brands might want you to believe, the Caribbean is much more than just relaxation and quiet beaches,” said Pavone President Michael Pavone. “It has a very active and outgoing culture, and this campaign brings that culture to life and gives American beer drinkers a taste of an authentic Caribbean experience.”