In 2013, Red Stripe and Pepsi Cola Jamaica joined forces in an effort to become Jamaica’s largest beverage distribution company. The 50/50 joint venture, dubbed Celebration Brands Limited (CBL) had the responsibility of selling and distributing beverages locally. The initiative had two main objectives: Making both companies more efficient in terms of serving their customers and minimizing cost. CBL has made considerable strides since its inception and is on a steady trajectory toward becoming the nation’s largest distribution company.