The Red Stripe Experience at Rick’s Café in Negril is expected to be a significant economic boost for the region, generating an estimated US$1.5 million in annual earnings. This venture is also expected to create around 150 new direct hospitality jobs, contributing to local employment.
The Red Stripe Experience is described as an iconic and immersive audio-visual tour that will showcase the history of two renowned Jamaican brands: Red Stripe Beer and Rick’s Café. Red Stripe is famous globally for its beer, while Rick’s Café is celebrated for its stunning cliffside views and lively atmosphere. The collaboration between these two brands promises to provide tourists with a unique and engaging cultural experience that highlights Jamaica’s rich heritage and tourism offerings.
Tourism Minister Edmund Bartlett says the establishment of the Red Stripe Experience at Rick’s Café in Negril, Westmoreland, will be spectacular “We are witnessing the coming together of two iconic Jamaican brands, Red Stripe, our beloved national beer, and Rick’s Café, one of our most famous attractions,” said Bartlett, who was speaking at the grand opening of the Red Stripe Experience, located on the Cliff at Rick’s Café, along West End Road in Negril.
“In fact, we could even say it is a celebration of three iconic brands, as Jamaica itself is a premier travel destination renowned worldwide,” the tourism minister noted. “You need not say very much, you just need to say hello, and everybody knows because we have a distinctive accent.”
Tourism Minister Edmund Bartlett emphasized that the Red Stripe Experience at Rick’s Café aligns perfectly with what modern travelers are seeking—intensity and meaningful connections during their vacations. According to Bartlett, this innovative collaboration blends Jamaica’s culture, history, and unique tourism experiences, making it a standout attraction.
He projected that the Red Stripe Experience could draw an additional 60,000 tourists to Negril and Jamaica, further boosting the local economy. Bartlett highlighted that the initiative would also provide valuable opportunities for local vendors, artists, and musicians to showcase their talents, offering a platform for authentic Jamaican culture to shine.
By enhancing Jamaica’s tourism offerings, the Red Stripe Experience is set to attract visitors from around the world, providing them with a rich, immersive experience that taps into the island’s vibrant culture and authentic flavors.
Sean Wallace, Head of Commerce at Red Stripe, highlighted that the partnership between Red Stripe and Rick’s Café would showcase the finest elements of Jamaica’s rich culture, infused with the unmatched passion and creativity that defines the island. Wallace emphasized that the collaboration would bring together the best of Jamaica, offering visitors an authentic and vibrant experience that reflects the true spirit of the country
“Like our brewing process, this Red Stripe Experience really blends the finest ingredients. You have innovation, culture, amazing Jamaican energy, and, of course, the unbeatable Jamaican passion and creativity,” said Wallace.
Wallace further explained that the collaboration between Red Stripe and Rick’s Café, which began in 2021, aimed to create something that resonated deeply with both locals and visitors.
“Red Stripe is about creating memories, driving connections, living, and enjoying the moment. Rick’s Café is a natural choice for the venture as they share the same passion for creating unforgettable moments,” continued Wallace. “We are trying to take it a step further, and our vision is that when you come to the Red Stripe Experience at Rick’s Café, with just the scan of a QR code, you can dive into Red Stripe’s rich history here in Jamaica, from brewing our first crisp lager in 1928 to becoming a Jamaican icon loved worldwide.”
Steve Ellman, co-owner of Rick’s Café, expressed his gratitude towards Red Stripe and his management team for bringing the Red Stripe Experience to life. He shared his pride in the venture, emphasizing his deep connection to Jamaica and his commitment to showcasing the island’s culture through this exciting collaboration.
“I am really a Jamerican; my heart and soul are here. I have owned Rick’s since 1999, and it has been an institution for 50 years. We basically reunite people from all quarters of the globe,” said Ellman, who noted that in 2024, Rick’s Café served 394,000 tourists.
