Carib beer has been giv­en a mar­ket­ing boost by Amer­i­can mod­el and so­cialite Hai­ley Bieber, who post­ed a pic­ture of the beer to her In­sta­gram fol­low­ing of al­most 50 mil­lion peo­ple.

Hai­ley, who has been fea­tured as a mod­el for Guess, Ralph Lau­ren, and Tom­my Hil­figer and is the wife of Cana­di­an singer Justin Bieber, post­ed an open, full bot­tle of Carib beer against a back­drop of a palm tree and sun­set over the ocean.

The post was ac­com­pa­nied by the words, "I’m ready for sum­mer 🌴", and

was the sixth in a mix­ture of sev­en pho­tos and a video in which she is seen re­lax­ing on a beach.

In one pho­to, Bieber is on a pad­dle board and in an­oth­er, she sits next to a hut on the beach flash­ing a broad smile.

The Carib beer is eas­i­ly iden­ti­fi­able among the pho­tos.

By 3 pm Tues­day it had been viewed by 3.3 mil­lion peo­ple and had at­tract­ed over 55,000 com­ments. Her In­sta­gram fol­low­ing amounts to 49.4 mil­lion.

Carib's Cat­e­go­ry Man­ag­er for Beer and Be­yond Beer Antron Forte said the com­pa­ny is de­light­ed by Bieber's choice of their prod­uct and her de­ci­sion to post it.

"We were very grate­ful to see her post that and the fact that it rep­re­sents our im­age as the beer from the heart of the Caribbean," Forte said.

He added, "It is ex­cit­ing to see the post but most im­por­tant­ly the way she de­pict­ed it. We have a say­ing, 'No Caribbean with­out Carib' and when we think of the Caribbean we think of beach­es, we think of sun, we think of fun. It's a beau­ti­ful pic­ture but it al­so ties in­to what we re­al­ly are about."

The Carib beer brand cel­e­brat­ed 70 years in 2020.

The prod­uct is ex­port­ed to over 30 coun­tries and has brew­eries in Cape Canaver­al, as well as in oth­er Caribbean coun­tries, in­clud­ing Grena­da and St Kitts.

The Carib Brew­ery is an in­dus­try leader and has dom­i­nat­ed the re­gion­al mar­ket in the pro­duc­tion of go-to bev­er­ages for lo­cals and vis­i­tors.

Its brands are in­ter­na­tion­al­ly rec­og­nized and the Carib lo­go is known world­wide as a sym­bol of the Caribbean's blue wa­ters and year-round sun­shine.

In 2021 it launched its new pack­ag­ing with a video ti­tled “Can you Feel It” fea­tur­ing Shenseea and Ker­win Du Bois, with a spe­cial cameo by DJ Khaled.

Late Me­dia Per­son­al­i­ty/Chef An­tho­ny Bour­dain al­so fea­tured the beer in his pop­u­lar Parts Un­known pro­gramme shot in T&T in 2017.