Anyone growing up in the 80s or 90s has heard the phrase 'the world is getting smaller', often used to explain away globalization and easier accessibility in the internet age.
For brands in the Caribbean, this phrase means two things:
The door has opened and they can now expand their market to include customers anywhere in the world, and
They're now competing with the rest of the world.
As a result, a number of companies have had to relook their strategies and invest in new tools or augmented services to ensure they're keeping up with the global pace. For many, this has included enhanced marketing efforts, especially in the digital marketing and social media space. One area I see many Caribbean companies overlooking however, is public relations.
Marketing will take care of getting your products and services to the right customers, but who's making sure new and potential customers fall in love with your brand, its mission and values? Who's having conversations with your employees so that they understand what you stand for and represent that on your behalf?
Who's identifying and building strategic partnerships with other companies and individuals who offer complementary services? When the media write about you, who's making sure they have accurate information and represent you in the best possible light? And God forbid, should you find yourself embattled in a crisis, who's guiding you through what to say and to whom?
That's where we come in.
One of the primary reasons we started Thomas.A Public Relations and kept it based in the Caribbean was because we wanted to offer international-level PR support to brands in the Caribbean.
Having myself worked for brands in the past that were seeking high-level PR support, I knew there was a gap in the market. A number of Caribbean brands, especially in the tourism and hospitality space, were turning to global agencies who, while having the media contacts, didn't truly 'get' the Caribbean. It wasn't their lived experience, and the storytelling wasn't authentic. As the call for authenticity in brand storytelling continues to grow, we offer that support.
Now let's shift focus a bit to talk about some of the brands who've been out there, because while it's now more commonplace, the global stage isn't new to the Caribbean. Several Caribbean brands over the years have done such a phenomenal job of attracting international audiences that if not for the name, you'd forget they were from this relatively tiny region. Some of the more popular ones include:
Jamaica Blue Mountain Coffee (Jamaica): With its reputation for high-quality beans, this brand is sought after by coffee aficionados globally. The brand's premium coffee is widely exported, especially to the US and Japan, where it is considered a luxury product.
House of Angostura (Trinidad & Tobago): Known globally for its bitters, Angostura is a staple in bars around the world. The brand's bitters and rum products have established a strong presence, particularly in the US, Europe, and parts of Asia. Their iconic Angostura Bitters are often seen as essential in crafting classic cocktails like the Old Fashioned and Manhattan.
Mount Gay Rum (Barbados): Pitched as the oldest rum in the world, Mount Gay Rum is a key player in the global spirits market. With a heritage dating back over 300 years, the brand is celebrated for its premium rum offerings and is popular in the US, Europe, and beyond, often highlighted in cocktail culture and luxury spirit tastings.
Grenada Chocolate Company (Grenada): This small-batch chocolate maker has gained international acclaim for its organic, fair-trade chocolate bars. The company is known for its sustainable farming practices and has built a niche market in Europe, North America, and Asia. Their products are often featured in gourmet food stores and have won multiple awards for their quality.
Photos from www.angostura.com, www.mountgayrum.com, www.bluemountaincoffee.com, Grenada Chocolate Festival on Flickr.
These brands all offer big heritage value, and some even have headquarters outside the region; this certainly helps with global exposure.
But what about the others who don’t, or don’t know where to start? What hope is there for Caribbean brands that want to expand authentically and reach global audiences?
According to reports on 2025 consumer trends, "As global consumers increasingly demand authenticity, brands that can align with local cultures and adapt their messaging accordingly are expected to see higher engagement. This trend reflects a broader emphasis on cultural sensitivity..."
We're here to let you know that Thomas.A Public Relations is a 'real real true true' Caribbean public relations agency. We know the Caribbean, its nuances, and more importantly: how Caribbean brands and people want to be represented. You don't need an overly detailed brief; we get it.
Our PR programmes emphasize authentic storytelling in our strategy build out, content development, and even in where we choose to distribute your story. Whether you're looking for public relations support to reach Barbados, the Caribbean region, Latin America or the U.S., we have a robust network to get you out there.
So as you make your 2025 organizational growth plans, consider, who's going to help you get there? And when you've found the answer, give us a call.
Let us tell your story.
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