It has been announced that Old Jamaica Ginger Beer is set to be discontinued, as the brand rolls out a social media campaign to “say farewell”.
The beloved ginger beer brand announced the discontinuation of the beverage via a series of social media posts and adverts, which included an Old Jamaica shelf-stacker delivering the news of its “retirement”. Old Jamaica Ginger Beer also released a statement to its website, with the brand writing: “It's happening. Old Jamaica is bidding farewell.
“After years of spoiling your taste buds with the quintessential zing of Jamaica, it’s time to move on.” However, despite the end of the product, the brand is ensuring that the product gets a legendary send-off, giving fans a chance to enjoy the beverage while it is still available, in-stores and at various events.
As part of the social media “farewell” campaign, Old Jamaica Ginger Beer attended Notting Hill carnival, where they asked fans of the drink how they felt about the discontinuation. Old Jamaica Ginger Beer has also posted various humorous images and videos to social media to announce the news, which includes the iconic can with arms holding bags, reiterating that it is ‘packing it's bags’ to bid farewell.
Many fans of Old Jamaica Ginger Beer have taken to social media to share their disappointment at the discontinuation of the product. However, not everyone believes that the discontinuation is real, or whether it is a publicity stunt from the brand.
One social media user said: “Hopefully this is just interaction bait, and that you're just going back to the original recipe!!” Another user said: “Please for the love of everything that’s good in the world let this be a marketing stunt…”
Many have speculated that the brand could be changing their design or changing its recipe back to the original version.
