Daily Archives: 09/25/2021

GUYANA: The Sweet Drink Wars Prestige Competitions: Tie-ins – By Vibert Cambridge

09/25/2021 – 4:30 pm

September 12, 2021 – By

Tie-in marketing is an approach in which a company purposefully creates an association between the company, its products or services, and whatever is trending or hot in the collective consciousness at that moment. Since 1956, the hot beverage in British Guiana has been Banks Beer. In 1955, under the slogan “people’s capitalism,” Peter D’Aguiar launched the public company Banks Breweries Ltd, the first brewery in British Guiana. It made good sense as an import substitution. Beer and other malted beverages had previously been imported. Substantial amounts of beer, ale, and stout were consumed in the hot and humid colony.

The term “people’s capitalism,” although seemingly oxymoronic, was brilliant in the context of the political jargon of the time. Share price was BG$1. This allowed working-class people to invest in the company.        Continue reading →
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