A spicy sip of ginger beer can be the perfect pick me up. And for many, that means a can of Old Jamaica.
The iconic brand has been around for a staggering 25 years in the UK, after launching in 1988.
But now, it’s apparently the end of the road for the zingy drink, as the brand has announced they’re ‘bidding farewell’ to Old Jamaica.
A video released on Instagram explained: ‘Just like a rock band saying goodbye to its fan, it’s time for Old Jamaica to bid farewell to its beloved drinkers.’
It continues: ‘Let’s say goodbye until every last can is gone and every last drop is gone.’
Another Instagram captian reads: ‘Yes, the rumours are true, the end is near,’ while another post urges fans to ‘stay strong’ and ‘enjoy before it’s gone.’
The news has come as a shock to drinkers, who are struggling to cope with the loss of their favourite beverage.
‘RIP u will live on forever,’ wrote one mourner. ’Can’t believe it.’
A second said: ‘Well that’s tragic news.’
While another commenter lamented the loss of their morning-after drink: ‘This drink cures my hangover. Forever will I suffer now.’
But, there’s a small glimmer of hope… maybe.
While Old Jamaica insist that the drink is indeed going for good, some are wondering whether it’s a marketing stunt, questioning whether the drink will simply be rebranded, or change recipe.
‘What is the date today? Is it April 1st? Can’t be your real,’ commented one drinker. And another suggested it may just be the packaging that’s changing.
The language used in the ‘Farewell Old Jamaica’ campaign could indeed raise some eyebrows.
The brand has warned fans to ‘prepare of what’s to come’ and to ‘stay tuned’, and have given no clear reason to explain why its being axed.
However, they have been popping up in the comments, confirming the news is indeed true.
When one person called it a ‘funny prank’ they replied ‘we’re fr [for real]’, and when someone else asked: ‘Are you serious?’, Old Jamaica replied ‘Do you really think we’d BS about something like this? Admin is literally on LinkedIn rn.’
They also confirmed in the comments that ‘it’s over’, adding ‘don’t make it harder for us.’
Metro.co.uk has approached the UK manufacturer of Old Jamaica, Refresco, for comment. Meanwhile, Samy Alliance, the creative agency behind the ‘Farwell Old Jamaica’ campaign said: ‘We wanted to give Old Jamaica’s loyal customers one last chance to say goodbye, to take that final sip, and see the can ride off into the sunset.’
Marketing stunt or not, we’re heading off to stock up on cans… just in case.
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