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XPO helps give drinks firm a Rude awakening

[ May 7, 2024   //   ]

XPO has shipped a Rude Boy party bus to the Caribbean. It advertises the Rude Boy drink which, since its launch in 2017 has since become the fastest growing ready-to-drink product in the Caribbean, selling over 50 million bottles in 2023. (‘Rude Boy’ in this context refers to a culture strongly associated with ska and other Jamaican music genres and not ill-mannered youth.)

Rude Boy established a UK company in 2020 and launched a new range of tonic wines. XPO Logistics started working with Rude Boy Brands (UK) to import containers from Trinidad and is now providing global forwarding sea freight services, customs clearance, transport services and pallet storage.

As part of Rude Boy’s multi-million-dollar marketing investment, a suitably decorated double-decker bus was purchased July to spread ‘the Rudeness’ across the UK, attending the Notting Hill carnival, University freshers’ weeks in Liverpool, Sheffield, Leeds, and Manchester. After completing its mission in the UK, it was decided the bus should be rewarded with a holiday to a hotter climate.

XPO Logistics shipped the bus from London Gateway Port to Paramaribo Port in Suriname where it arrived on 6 May.

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