[4] Red Stripe was brewed under license in the UK from Desnoes and Geddes by the Bedford-based brewers, Charles Wells from 1976 until 2014, when Diageo made alternative supply arrangements.

In 1993, 51 per cent ownership in Desnoes & Geddes Limited was purchased by Guinness Brewing Worldwide, now Diageo, an acquisition that significantly increased the international distribution of both Red Stripe and Dragon Stout.

American consumers exposed to Red Stripe through their travels to Jamaica, as well as Jamaican expatriates, were reluctant to try the brand in the States since it was not packaged in its distinctive squat brown bottle and painted label.

[9] In North America, a television advertising campaign launched in 2001 features Dorrel Salmon playing a comedic take on a Jamaican man, using variations on the catchphrase, "Hooray, beer!

[15] Winners of the award included The Runners, Ben Howard, Klaus Says Buy The Record, and The Laurel Collective, while judges ranged from musicians such as Guy Garvey, music journalists and brand representatives from Red Stripe.

As a result, brand sales grew significantly with Red Stripe becoming available throughout Camden, Manchester, Glasgow, Brighton and in key music venues across the UK.

[citation needed] Red Stripe sponsors sports talk television program Pardon the Interruption during the summer months, alternating with Guinness.

[citation needed] Also recently Red Stripe began sponsoring the International Festival of Thumb Wrestling held annually in Mason City, Iowa.

[16] Red Stripe Light has also been announced as the official beer category Major Sponsor for the 2010 Zwack Air Hockey World Championships taking place in July 2010 in Houston, Texas.