Red Stripe has launched a new website, which it claims will provide greater consumer interaction with the brand and brand loyalty.

The website, which reflects the beer's association with live music is easier to navigate and allows integration with social networking tools such as Twitter, Facebook, YouTube and FlickR.

Paul Brazier, brand manager for Red Stripe explains what the website means for Red Stripe: "Redstripe.net will be the central hub of everything we do on and offline.  We have a huge following on social networks and this website links it all together.  Put together, we have over 10,000 people who have actively signed up to be part of the Red Stripe community.  On the new website, visitors will be able to make comments on articles and interact with each other on the blog.

"Working with MUZU we are now able to upload and stream footage from recent Red Stripe events allowing the visitor to live the Red Stripe experience from the comfort of their own home.