The Carib Brewery

​The Carib Brewery is celebrating the 70th anniversary of its flagship product, Carib Beer, with a global rollout of its rebranded beverages, featuring a new logo and rebranded labels, with the goal of attracting more international sales. As part of the rebranding, the Malta brand has changed from Malta Carib to Carib Malta to ensure that it enjoys the equity of the Carib trademark and Carib recently launched Carib Blue, a premium beer with six per cent alcohol.
Carib has contracted the man currently considered the world’s premier record producer, Grammy winner DJ Khaled, as part of its marketing campaign for the rollout of its ‘World of Change’ products. DJ Khaled, one of the most recognised names and faces in world entertainment, will work with the company for two months.
“Over the last three years, we were making sure the Carib brand is ready for a global stage. We have been doing a lot of work on packaging, designing the look and feel of the brand. The ambitions aren’t about how much we sell in Trinidad, to become a big brand we need to look outside,” said Antron Forte, Category Manager, Beers and Cider. “We needed to look at the package design and make it ready for the global stage and build a communication campaign to signal the message for the brand’s purpose which is bringing Caribbean fun into your world. This is the brand that will transform your world to bring the fun….we get bad news, we hang out, we get good news, we hang out. For us Carib is that brand that celebrates fun,” he added.
Carib did a full renovation on the look and feel of their products. The trademark logo, which now adorns the factory in Champs Fleurs, Trinidad, includes a shield. “The shield has a bird signifying freedom, waves of the sea which binds us as the Caribbean, a North Star, the one point we look up to. Behind the shield there are sun rays, which we own as a Caribbean people, it is very energetic, part of who we are and it signifies energy and vibrancy,” he explained.