Red Stripe’s Drink & Live Responsibly campaign targets Jamaica Carnival road march

Sometimes, the simplest gestures leave the biggest impression. By handing out cold rags, offering water, and providing access to premium spaces, Smirnoff and Rum Stripe, both brands distributed by Red Stripe, made it easy – and even cool – for Carnival-goers to Drink & Live Responsibly. These small, timely interventions turned moments of celebration into lasting memories of care, where responsibility seamlessly became part of the experience.

As the excitement of the GenXs Road March surged through Kingston’s streets, staying hydrated was essential for revellers navigating the intense heat. Red Stripe through its Drink & Live Responsibly campaign, ensured this need was met with strategically placed hydration stations, ambassadors offering water, and the distribution of cooling rags. These thoughtful touches helped revellers maintain energy and enjoy the festivities without compromising their health.

The cooling rags quickly became a cherished item, offering relief from the sun while reinforcing the importance of moderation. For many, the simple act of receiving water or a cooling rag at the perfect moment became a symbol of care that allowed them to enjoy the Carnival with peace of mind.

Daika Mitchell, Red Stripe communications manager commented in a release to the media, “At Red Stripe, we believe celebration should always come with care. Our role is to make sure people can enjoy the moment without compromising their well-being. That’s why, during Carnival, we don’t just talk about drinking responsibly—we make it easy with hydration stations and cooling rags, keeping revellers safe while they celebrate. Responsible fun isn’t a choice, it’s part of the experience.”

The release noted further that Red Stripe’s commitment, through its Drink & Live Responsibly Campaign, reflects a deeper dedication to responsible drinking that blends effortlessly into the excitement of the moment. The activation offered more than a reminder; it provided the resources needed to integrate responsibility into the heart of the celebration, making it a shared experience for all involved.