In the Caricom Markets, the Carib Brand projects it's brand personality and values as being a premium, vibrant, world class, fun loving, young, refreshing beer targeted to young, sociable persons.

All the values held in the Caricom markets also hold true for the Non-Caricom (e.g. the French territories of the Caribbean) and International markets. However, variations to the target consumers in these territories allow the brand to project additional values such as being contemporary, aspirational and authentically Caribbean.

Essentially, the essence and core of the brand can be characterized as a refreshing and Premium Caribbean Lager, with strong values and a world-class quality.

The brand offers unique and distinctive benefits, which promises to offer the consumer a fun, desirable and exciting sociable experience. Its bold colours - yellow and blue, further reinforces the attributes of this dynamic brand and reflect the brand's world of blue sea and golden sunshine.

The Brand Positioning can therefore be summarized as "Carib gives you the best reason to enjoy beer and experience the unique essence of being Caribbean".

The brand positioning must be relevant to ALL of the territories where Carib beer is available.

In the Caricom markets where the Caribbean man is emphasized, the positioning translates into "Carib is the best reason for Caribbean beer". The very familiar tag line "Carib ...the best reason to enjoy beer" achieves this goal and best describes this positioning.

In the Non-Caricom and International markets where the brand primarily encompasses both the Caribbean visitor who desires to maintain his Caribbean identity and ex-pats who seek to experience the Caribbean, the positioning translates into "Carib is the best reason to enjoy Caribbean beer anywhere."

In these regions the tag line "Carib ...the Beer of the Caribbean" maintains that relevance and effectiveness.