D&G Foundation’s Learning for Life elevates tourism with skilled ‘Brewtenders’

The launch of The Red Stripe Experience at Rick’s Café recently marked a new chapter for Red Stripe’s commitment to enriching lives through the Desnoes & Geddes Foundation’s Learning for Life initiative.

A company release notes that central to the experience will be trained bartenders, affectionately dubbed ‘Brewtenders’, who will be trained through the foundation’s Learning for Life programme. These students will be equipped with a blend of technical expertise and insider knowledge about Red Stripe’s legacy, to help create memorable experiences for visitors to Rick’s Café.

Dianne Ashton-Smith, head of corporate affairs at Red Stripe and director of the D&G Foundation, expressed pride in the initiative’s role in uplifting communities. “The Learning for Life programme goes beyond skills training – it is about creating pathways to independence, resilience, and lasting change for young Jamaicans. By integrating initiatives like the ‘Brewtender’ training into iconic experiences such as the Red Stripe Experience at Rick’s Cafe, we’re building careers while also shaping cultural ambassadors who represent the heart of Jamaica’s heritage. This programme underscores our vision of transformation, where every participant becomes a catalyst for community growth, driving economic opportunity while preserving the essence of our island’s identity.”

The release notes further that:”Since its inception, the Learning for Life programme has been a lifeline for unattached and vulnerable young adults primarily aged 18 to 35 years, offering training in bartending, agriculture, hospitality, retail, and entrepreneurship. Over 19,000 Jamaicans have since benefited from the programme, which has equipped them with job-ready skills and provided access to paid internships to jump-start their careers.

Through a strategic partnership with HEART/NSTA Trust, the foundation integrates life skills and employability training into its curriculum, fostering holistic development. The continued renewal of this partnership underscores its proven success and commitment to driving sustained social impact.”

It continued: “Programmes like Learning for Life are crucial to the growth of our tourism industry and the empowerment of the Jamaican people. Tourism is a key economic driver, equipping young people with skills in hospitality and cultural preservation can significantly enhance the visitor experience, fostering a vibrant, competitive tourism sector. Similarly, the training of ‘Brewtenders’ plays a critical role, as they master the art of storytelling, showcasing Jamaica’s rich brewing traditions while elevating the Red Stripe experience for visitors and locals alike. These initiatives not only boost employment but also ensure that local communities directly benefit from the industry’s growth. By investing in the potential of underserved youth, Jamaica can reduce inequality, stimulate inclusive economic growth, and build a resilient society that safeguards its cultural heritage while driving sustainable development for future generations.”

“At Red Stripe, collaboration is at the core of everything we do. The incorporation of the D&G Foundation’s Learning for Life skills training programme for our ‘Brewtenders’ working at the Red Stripe Experience at Rick’s Café is a powerful example of how our social arm works hand in hand with our commercial operations. By providing skilled, passionate talent through initiatives like Learning for Life, we’re demonstrating that we care about people. We care about social development as much as we aim to drive sales. It is all about continuously building the Red Stripe brand with a deeper purpose and authenticity,” noted Red Stripe’s Managing Director Daaf van Tilburg.