Red Stripe, which is brewed by Charles Wells in the UK, launched the stubby bottle at the end of 2001. Nigel McNally, sales and marketing director for Red Stripe, said it had failed to establish itself.
The bottle was intended to form a seal of Jamaican authenticity, but instead led to Red Stripe becoming more associated with 'cheap, imported beer from Calais', according to McNally. He admitted that this resulted in a 'downturn in sales'.
McNally said the return of the long-neck bottle would 'reinforce Red Stripe as a credible premium packaged lager' and boost availability and sales.
Separately, Peter Wells, head of retail marketing at Charles Wells, has been promoted to retail marketing director.
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