Fans of a popular fizzy drink have been left reeling after being told “the end is near”. Old Jamaica Ginger Beer has posted on its Instagram page that the beverage is being “retired”.
There have been a string of posts over recent weeks hinting of the demise of the drink. These have included asking for tips on how to make your favourite cocktail without it to posts saying farewell – one even has pictures of packed bags saying it is “ready to leave home”.
But the last post is a picture of the can saying: “Farewell Old Jamaica. Enjoy it before it’s gone” It goes on to say: “Yes, the rumours are true, the end is near. But before we bid farewell, let us celebrate like only the best ginger beer can… can.”
And on its website it tells readers: “It’s happening… Old Jamaica is bidding farewell. After years of spoiling your taste ubts with the quintessential zing of Jamaica, it’s time to move on.”
It adds: “We know, it’s a real downer but crying is overrated. Instead, let’s toast to all the spicy sips we’ve had together and give the coolest can on the shelf a legendary send-off! Think epic parties, fireworks, giant ginger beer fountains or whatever our budget can manage (remember, we are the first brand to do this, bear with us).
“So no tears, just cheers. Stock up while you can, stay posted and let’s turn this farewell into a ginger-filled fiesta!
“Farewell Old Jamaica. PS Enjoy it before it’s gone.”
But then it adds cryptically: “Like Ozzy with his Final Tour in 92’… it’s the end of the road for us.” The note appears to be a nod to Ozzy Osbourne but it leaves questions on the possibility of a return.
Ozzy Osbourne did his “No More Tours” tour in 1992. At the time it was said to be his last tour to spend time with the family after being incorrectly diagnosed with multiple sclerosis.
However he changed his mind following the tour and was back touring again within a few years. And is poses the question could the drink come out of retirement at some point in the future.
And in a video on the site it says: “This is not the last dance. Cans don’t even dance. This is more like the last toast.
“So let’s do it with joy. Let’s say goodbye until every last can is gone and every last drop has gone. It’s going to be a nonstop celebration.
“So next time you see a can of that delicious, spicy, elixier from the gods make sure you enjoy it before it’s all gone.”
Fans are definitely hoping it is not the last of the beverage. Posting on a tribute page on Instagram calls were made for a rethink with some demanding a petition be set up. Rashell said: “I want a petition to stop this madness now.”
Sarah said hopefully: “You’re rebranding because I refuse to believe I’ll never have this ginger in my life again.” Aaron added: “I’m confused, why is this happening.”
Helene asked: “Is this a joke? What am I gonna drink.” And Tivina said: “Everyday God provides me with another reason why I should just be drinking water.”
Many thought the demise of the drink came as a result of a change in the recipe with several hoping the move was a return to the old one. And Becks told them: “Go back to the old recipe and you will gain your customers back.”
The ginger beer has long been a favourite mixer when making cocktails. These include Moscow Mules where it is mixed with vodka,lime juice and served with ice and lime garnish..
But there is still hope. In one recent post on the official Instagram page it wrote: “Never before has a brand had such an epic farewell, but we are not just any brand. Prepare for what’s to come.”