(Harrisburg, PA) – 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 brand 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, beginning with Florida and later in New York. Florida was a market that seemed like an ideal launching pad and a natural fit for a beer that prides itself on embracing the outgoing, high-energy Caribbean lifestyle. To help speed the transition from homeland beer of choice to mainland import, Carib has partnered with food and beverage marketing agency Pavone.

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 continues, that introduction should come easily. A recent FoxNews.com review called it “the quintessential beach beer” and “confident it’ll beat Corona every day of the week and twice on Sundays.”

“Carib is a household name in Trinidad and throughout the Caribbean, but that recognition took many years to develop,” said Carib Beer USA President Jean Theuvenin. “We don’t expect to duplicate that success overnight here in the United States, but the time is definitely right for us to grow the Carib brand in America.”
The Pavone marketing campaign will include on-premise promotions and events, traditional advertising, and supply channel outreach with distributors.

The campaign kicks off this summer and is 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 originators of carnival, a festive period of costumes, dance, music, street parties and parades which has been adapted 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’s a very active and outgoing culture, and this campaign will bring that culture to life and give American beer drinkers a taste of an authentic Caribbean experience.”

Carib is truly Caribbean with breweries in Trinidad, St. Kitts and Grenada, producing a variety of lagers, stouts and its flagship brand, Carib.

ABOUT PAVONE:

Pavone, a full-service marketing agency specializing in food and beverages, creates award-winning campaigns using a variety of disciplines including advertising, digital media, promotions and public relations. Our food and beverage strategists develop an annual food trends study that is presented to global food brands and at national marketing conferences throughout the year. Pavone works with national and international clientele including Turkey Hill Dairy, Campbell’s Soup Company, Pennsylvania Winery Association, The Hershey Company, The Apure Foods Company, Utz Quality Foods, D.G. Yuengling & Son and the National Watermelon Promotion Board. To learn more about Pavone’s food and beverage experience, please visit pavonefood.com.

ABOUT CARIB:

Carib Lager is the authentic, original, unique and defining icon of being young, modern and fashionable in Trinidad and Tobago. Launched on May 16th , 1950, this full bodied, clear and refreshing lager with 5.2% ABV is the flagship brand of Carib Brewery and the preferred brew of Trinidad and Tobago. Carib Lager is deeply rooted in the way of life of the Caribbean people, the environment, and the distinctive and refreshing culture associated with the region – its Carnivals, music and sporting events. The brand is fashionable and youthful and very today, just like the people it represents, a people with vision for and of the future. This brand has stood the test of time and has grown from strength to strength both in the Caribbean region and internationally. Carib’s vision is to become the most sought after Caribbean beer in the international market place. This will serve as a platform for achieving brand internationalization