
Much has been said over the last few months in the Jamaican media by Red Stripe and/or its parent company, the English drinks giant Diageo, in which they seek to attribute the falling sales volumes in Jamaica of their brewed products – including the world-famous Red Stripe beer, Heineken lager and Guinness stout – to the tax regime imposed by the Jamaican Government several years ago.
The regime is viewed by Government as being critical to the well-being of the tourist industry.
Red Stripe attempts to pin its now declining sales and potentially unpopular corporate decisions, such as redundancy exercises and hiring freezes, on the taxation regime which, it claims, favours tonic wines; most recently, in an article published in the Wednesday Business section of The Gleaner on July 21, entitled ‘Tax, tonic wines challenge Red Stripe sales’.
Given the increasing clamour by Red Stripe, which has in the very recent past been the sole recipient of generous income-tax concessions, it would be useful to demonstrate to the public that the taxation regime in respect of wines now in place has little to do with their brands’ performance, and suggest that there are other possible factors which Red Stripe might usefully consider as contributory to the downturn it reports in its corporate fortunes.
Tax reviewed
Several years ago, the Govern-ment of Jamaica (GOJ) responded to pleas from tourism-sector stakeholders to review the taxation regime applied to wines.
Many in the tourist industry felt that the then tax regime applicable to wines was hampering the growth of the industry and, in fact, harming its image.
The GOJ solicited the cooperation of several purveyors of wine in order to arrive at a workable taxation regime which would meet its stated objectives and respect all the stakeholders.
Much research was undertaken, including a detailed examination of the basis of taxation of wines in other tourist destinations. Arising from the consultation with the various stakeholders and from the research, the GOJ formulated a new proposed taxation regime for wine.
The major purveyors of wines, including J. Wray & Nephew Limited, Diageo/Red Stripe and Caribbean Producers Jamaica Limited were consulted, and all accepted this new regime.
Coincidentally and unexpectedly, at the same time the GOJ also raised the rate of additional stamp duty on imported beers by 50 per cent, a measure not requested by the tourism sector.
Red Stripe consequently agreed to the new taxation regime on wines, and consolidated its advantage in the beer market. The raising of the rate of additional stamp duty clearly resulted in the beers produced by Red Stripe/Diageo securing a virtual monopoly in the beer market in Jamaica.
Major advantage
There were, at that time, many smaller businesses attempting to gain a foothold in the beer market by importing overseas brands so as to respond to the consumers’ apparent preference for choice.
The imported beer market was effectively rendered uncompetitive and, as brewing is a capital intensive activity, it is unlikely that there will be any serious contenders to Red Stripe in the foreseeable future.
This major advantage was handed to Diageo/Red Stripe not long after the expiry of the five-year holiday from income tax which had been granted to Red Stripe. It should be noted that no other local player in the alcoholic beverages industry was granted any such concession – neither any competitive advantage for its products.
The alcoholic beverages market, as Red Stripe and Diageo well know, is dynamic, competitive and consumer-led.
Tonic and fortified wines have been growing in popularity in Jamaica over many years, which has led many companies much smaller than Red Stripe/Diageo and J. Wray & Nephew Limited to develop and launch new brands to meet this demand, as wine production is not a capital intensive activity.
All brands must be carefully positioned in terms of price and image in order to gain traction in their target market.
Diageo/Red Stripe, in the Wednesday Business article, states that consumers are switching from Red Stripe to tonic wine.
It is difficult to believe that price alone has led consumers to move from beer to tonic wine, especially since Red Stripe sales have fallen off only relatively recently, despite the growth over many years of tonic wines.
Magnum, for example, the largest player in the tonic wine sector, sells at a higher price than Red Stripe in all channels. This strongly suggests that market acceptance and preference play a large part in consumers’ decisions.
Many analysts believe, rightly or wrongly, that Red Stripe hurt its brand equity in Jamaica when it announced that it was blacklisting certain popular dancehall artistes and events and would, accordingly, not offer them any further sponsorship.
Perhaps Diageo, as an English company, felt that this move would inure to its benefit internationally. However, any international gain may have led to a local loss.
Diageo has used its international clout to gain many tax concessions and advantages for itself here in Jamaica over the years, even before it purchased control of Desnoes and Geddes and took stewardship of the iconic Red Stripe brand.
It is indeed unfortunate that it chooses now to cry foul at taxation measures to which it agreed at the time and which were viewed as critical to the well-being of the tourist industry.
It is unacceptable and lamentable that a large business with an international reputation could perform so brazen an about turn, condemning a regime in its own self-interest, which it previously endorsed.
EDITOR’S NOTE: The J .Wray and Nephew Group is also in the beer market as producers of Kingston 62 Beer.
Source: Gleaner