The alliance of two leaders
  • Portfolio 19/05/2013


Pepsi Cola Jamaica – a CabCorp company whose image evolved to cbc in 2013 – and Red Stripe, a part of Diageo Company, recently signed a strategic alliance to set up a distribution and sales company for the commercialization of Diageo and cbc´s brands in Jamaica.   This will be the largest distribution company in Jamaica with an exceptional brands portfolio.

Both companies are leaders in Jamaica.  cbc, which produces and commercializes Pepsi, has a market share of 94%, and the Red Stripe beer of Diageo company has a market share of 98%.   Representatives of both companies expressed their satisfaction with this alliance that open new market opportunities.

José Sanabria, cbc´s Vice President for The Caribbean, said:  “The formation of this company is a manifestation of cbc´s growth in The Caribbean and the commitment with Jamaica´s economy to give through the reinforcement of the distribution infrastructure a high quality service to the clients.  Synergies will develop that will provide the needed platforms to develop the product portfolio even further”.

Mr. Cedric Blair, General Manager of Red Stripe, said:  “ We are happy to announce the launching of this new company, which is part of an accelerated growth strategy that takes place after a very strong performance in 2012”.

Gustavo Flamenco, Pepsi Jamaica´s Manager, was named General Manager of Celebration Brands, the new distribution company under this Alliance.  Gustavo said:  “For cbc, this strategic alliance is an important step to develop a world class distribution system in Jamaica, with good results for the local economy and for the clients.  We are going to share best practices between the two companies that will guarantee sustainable growth in sales and market share”.

Marketing strategies and the manufacturing of the brands will be held under the administration of each of the companies.

Diageo is a leader company with a large portfolio of leader brands such as:  Johnnie Walker, Red Stripe, Guinness, Smirnoff, J&B, Baileys, Buchanan’s, Jose Cuervo, Tanqueray, Captain Morgan, Navarro Correas, Beaulieu Vineyard & Sterling Vineyards wines.

Diageo is a global company with presence in over 200 countries.  In Jamaica, Red Stripe has 98% of market share in the beer market.

cbc is a multinational corporation, leader in the production, distribution and commercialization of carbonated beverages, juices, tea, nectars, sports drinks, water and beer in Central America, The Caribbean and South America.  cbc has had a strong relationship with PepsiCo for over 70 years and is the oldest bottler outside of the United States of America.

It also has a society with AmBev of the AbInBev group, the largest beer company in the world, for the development of this important category in Guatemala, El Salvador, Honduras and Nicaragua.

cbc also has Livsmart, a business unit that specializes in nutritional beverages that exports its products to 20 countries.