The popular Rude Boy ready-to-drink (RTD) beverage and tonic wine has unveiled its ambassadors for 2024.
Gabriela Barrera, the marketing manager with Rude Boy Drinks Global, recently announced Mole, Walkes and Grateful Co. as the local entertainers who will help push the brand, as she noted the commitment to cultural engagement through partnerships with local artists.
“We’ve partnered with leading figures in the local music scene, like Sum-muh and popular DJ, Jerry Dan, to promote our brand,” she explained. “Our goal is to continue supporting and collaborating with artists across the Caribbean, helping them grow and reach wider audiences. Hence we have signed Mole, Walkes and Grateful Co.”
The brand also plans to launch a freestyle challenge to encourage emerging artists. Barrera explained that it will provide a platform for up-and-coming talent.
“We want to give these artists the exposure they deserve and help them connect with audiences across the Caribbean and beyond,” she said. “We have major partnerships lined up with artists from various Caribbean nations. Our aim is to facilitate collaborations between artists from different countries, promoting a rich exchange of culture and music.”
The Rude Boy brand, distributed by Massy Distribution but available in 23 locations globally, has particularly resonated in the Barbadian market thanks to its unique cultural appeal, said Barrera.
“All Caribbean countries have their own unique charm, but Barbados brings together an incredible culture that’s really captivating. You have beautiful beaches and welcoming people. It’s a very different experience compared to other Caribbean islands,” she said.
The marketing manager highlighted how Bajans have embraced Rude Boy as their own: “What’s remarkable is how the local community has taken ownership of the brand. When I see our product in the streets, I see consumers connecting deeply with the Rude Boy name and vision. It’s more than just a drink; it’s a lifestyle that resonates with the culture here.”
The brand is being touted as a symbol of community spirit and ambition. “The average Rude Boy consumer is part of a family,” Barrera noted. “They are hardworking individuals striving to achieve their goals. It’s not about the negative connotations of being a ‘rude boy’; it’s about being part of a supportive and ambitious community.
“Rude Boy has become a phenomenon. It’s not just a beverage; it’s a lifestyle that aligns with the Caribbean spirit. Our philosophy is to connect through music and culture, creating a sense of unity and celebration.”
During the unveiling of the brand ambassadors, Rude Boy also previewed a new Whiskey Apple RTD product, launching first for the Crop Over season.
“We’re thrilled to introduce Rude Boy Whiskey Apple to Barbados first. This premium product, with its unique flavour and high quality, is set to make waves,” said Barrera. “This launch is a testament to our commitment to the Barbadian market. We believe it will be a hit and are eager to see the response from our consumers.”
She emphasised Rude Boy’s aim to build a lasting legacy supporting artists and communities, “fostering a positive environment where everyone can thrive”.
“As we expand, we want to bring more talent on board and grow our Rude Boy family,” Barrera added.
Rude Boy’s network across the Caribbean, UK and Europe provides a platform to promote regional artists internationally through radio and promotions.
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