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.