XPO, a leading provider of innovative and sustainable end-to-end logistics solutions across Europe, has been named global forwarding and transport partner for beverage leader Rude Boy, an important regional brand that encapsulates the lifestyle, culture and music of the Caribbean. As part of this partnership, XPO has transported the iconic Rude Boy party bus to the Caribbean region.
The Original Rude Boy drink was launched in 2017 and has since become the fastest growing ready-to-drink product in the Caribbean, selling over 50 million bottles in 2023. Rude Boy established a UK company in 2020 and launched an exciting new range of tonic wines, shaking up the category. XPO Logistics started working with Rude Boy Brands (UK) on their import containers from Trinidad to the UK 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 double-decker bus was purchased and fully brand-wrapped last July. Since then, the bus has spread ‘the Rudeness’ across the UK, attending the Notting Hill carnival, University freshers’ weeks in Liverpool, Sheffield, Leeds, and Manchester, and filming musical artists performing on the top deck while driving around central London. After completing its mission in the UK, it was decided the bus should be rewarded with a holiday to a hotter climate.
On March 19th, XPO Logistics shipped the liveried Rude Boy Bus from London Gateway Port to Paramaribo Port in Suriname to celebrate its regional expansion. The bus arrived at Paramaribo Port on 6 May this year.
Daniel Reid, Head of Operations, Rude Boy Drinks said: “Rudies across the Caribbean have adopted Rude Boy as a part of their lifestyle, and the Rude Boy party bus will spread the Rudeness into South America through the beautiful country of Suriname. We are delighted that XPO Logistics is handling this assignment with its expertise in transport, global forwarding and customs clearance. We feel confident that XPO is the best partner to ride the Rude Boy bus home to the Caribbean, and we truly appreciate their first-class service. We look forward to continuing our partnership in 2024.”
XPO Logistics has 25 colleagues working in its Global Forwarding Business Unit in London Heathrow, UK. The company’s global forwarding operation manages customer complexities through targeted solutions and offers industry-specific, end-to-end logistics management services.
Dan Myers, Managing Director—UK and Ireland, XPO Logistics, said: “We have shipped many unusual items worldwide for clients, from high-end luxury furniture to yachts to naval helicopters. Shipping the Rude Boy Drinks bus across to the Caribbean and South America is one of the funkiest. We are delighted to continue partnering with Rude Boy Drinks as they expand worldwide. And I want to thank the combined team for creating this unique relationship.”
XPO Logistics is a leading innovative supply chain company in Europe, offering end-to-end logistics solutions that combine full-truckload, less-than-truckload, pallet distribution, last-mile delivery, global freight forwarding, and warehousing services. The company tailors its solutions to the specific needs of its customers in a wide range of industrial and consumer sectors.
