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Pink Sands success  – brings its own branding.

New Providence, The Bahamas – Since making its debut in August of 2015, the Sands Pink Radler has delighted beer drinkers with its crisp, refreshing, fruity flavour and signature pink colour. Over the years ‘Pink Sands’ has established itself as a leader among the Bahamian Brewery & Beverage Company’s (BBB) brands, becoming a staple at family functions, cultural events, bars and restaurants.

“Pink Sands is still one of BBB’s leading brands,  and is a definite fan-favourite,” said Sands Brand Manager, Valderez Miller. “It resonates with persons who enjoy the great taste of the ‘Truly Bahamian Beer’ but with a little less kick. The brand has found widespread local acclaim because of that unique grapefruit inspired flavor which was crafted using high quality fruit juice and flavors most popular with Bahamians.”

Lovers of the classic Pink Sands Radler can now also enjoy the all-new Sands Passionfruit Radler which has become an equally loved standalone favorite or as the base for popular specialty cocktails.

After being forced to take a hiatus in production following Hurricane Dorian, the brand is back and has been received with open arms. “We experienced a bit of a double whammy,” explained Miller. “First with the damage from hurricane Dorian and then again with the fallout from the pandemic,  we’re as excited as our customer base to have ‘Pink Sands’ back in the market.”

With production on all Bahamian Brewery products back in full swing, the company is also highlighting their other popular Radler brand. Since hitting the market, in July 2019, the Sands Passionfruit Radler’s unique flavor of passion fruit with a hint of guava has quickly become a fan-favourite and joins the original Pink Radler as the base for popular cocktails like “The Pink Titty” which mixes the original Pink Sands with Titos Vodka and “Purple Rain” which mixes the passionfruit Radler with Absolute Vodka.

The success of both Radler brands has prompted a renewed focus by the company to promote each brand based on its individual strengths. “Traditionally we have only really promoted our Sands and Sands Light products heavily in the Bahamian marketplace,” said Wellington Seymour, Marketing and Sales Manager for Bahamian Brewery. “Now, we want to focus on our Pink Sands and the dedicated fans and consumers who have loved the brand since inception and who are excited that the brand is back,” he explained. “The campaign focuses on a fun, flirty, and cool Bahamian summer. Advertising that Pink Radler can take your upcoming summer party/event to the next level.”

The campaign officially kicked off with the unveiling of a massive billboard at Margaritaville Hotel corner, replacing the previous Sands advertising. The new imagery will also be featured across the brand’s social media which Miller expects will play a significant role in spreading the brands’ own message.