Flow ignites with vibrant brand refresh

The hills of St. John pulsed with the heartbeat of Barbados on Saturday night as Flow unveiled its bold new brand campaign, Let Your Riddim Flow, during a high-energy celebration at We Gatherin’. 

Against a backdrop of infectious music, dancing, and vibrant community spirit, the leading telecoms provider in partnership with the National Cultural Foundation (NCF) brought together scores of Barbadians in a display of cultural pride and corporate transformation.

Throughout the day, there was a hive of activity in the Flow Riddim Zone. Then the night was marked by a carnival-style parade featuring stilt walkers, moko jumbies, costumed dancers, and Flow’s signature blue characters, who lit up the of Pool Woods venue with flair and fun. 

The event served as the public launch of Flow’s brand refresh, tied to the evolution of its parent company from C&W Communications to Liberty Caribbean — a name that signals greater regional pride and investment in technology and customer experience. But as Flow’s Vice President Desron Bynoe made clear, this transformation is about more than a name.

“We’ve turned a bold new page,” Bynoe declared to the lively crowd, “and we’re doing it with a rhythm that’s uniquely Caribbean. This campaign isn’t about products or plans. It’s about people and pride.

“It’s about connecting our culture to our technology in a way that feels real, feels local, and feels “Bajan to de bone”.It’s a cultural connection. Flow Barbados is still the brand you know and trust — but now, with more colour, more energy, and a louder beat. We’re inviting you to Let Your Riddim Flow.”

With a renewed focus on local communities, Flow has already rolled out a suite of initiatives that go beyond connectivity — from its Experience Uplift campaign, which takes customer service into the heart of neighbourhoods, to Technician Pathways, a training and development programme empowering the company’s nearly 100 technicians. Flow has also expanded its support of digital inclusion through JUMP, helping students and families bridge the digital divide.

The festive launch perfectly aligned with We Gatherin’ 2025, the government-led, year-long initiative aimed at reconnecting Barbadians across the island and the diaspora. As a major sponsor of the national celebration, Flow’s $120,000 partnership with the Division of Culture underscores its commitment to not only connecting people digitally, but culturally and emotionally.

“At Flow, we believe in celebrating where we come from while building where we’re going. Whether you’re a DJ in Bridgetown, a fisherman in Skeete’s Bay, or a student dreaming big in Gall Hill — your rhythm matters. Flow is not just your telecom provider; we are your rhythm partner,” said Bynoe.

The main stage came alive when the parade joined Bynoe on stage as new Flow jingle was debuted. 

As the campaign rolls out across media, events, and customer touchpoints in the coming weeks, Flow Barbados is moving to a new beat — one that is proudly Caribbean, undeniably Bajan, and ready to connect the future. (PR)

Leading telecom provider C&W Communications has officially changed its name to Liberty Caribbean, marking a bold new chapter in its more than 150-year legacy of connecting communities across the Caribbean. 

The evolution in name strengthens alignment with parent company Liberty Latin America and underscores a renewed focus on supporting the digital transformation of the region. In tandem, the company’s C&W Business brand will transition to Liberty Business, reflecting a broader commitment to delivering best-in-class enterprise solutions under a unified Liberty Caribbean identity.

“For well over a century we have been a vital link across the Caribbean – from the first undersea telegraph cables in the 19th century to today’s high-speed broadband, mobile, and enterprise solutions. As Liberty Caribbean, we embark on our next chapter with excitement and determination, unwavering in our mission to bring people together and enrich lives,” said Inge Smidts, Chief Executive Officer, Liberty Caribbean. 

As Liberty Caribbean, the company’s day-to-day operations remain fully intact with customer plans, points of contact and service levels continuing without interruption. 

“While our corporate name changes, everything our customers know, and love remains the same. Our trusted consumer brands of Flow and BTC will continue under their current names, and our day-to-day operations, customer service channels, points of contact, and service agreements remain unchanged,” added Smidts. 

The name change to Liberty Caribbean also coincides with the launch of “Let Your Riddim Flow” for Flow and BTC – a culture-driven campaign that weaves each island’s unique rhythm and identity into every customer interaction. 

From music collaborations and local partnerships to community activations, in-store experiences, and digital storytelling, “Let Your Riddim Flow” elevates Flow and BTC beyond telecommunications into a movement that celebrates Caribbean spirit and progress.

“This is not simply a rebrand, but a recommitment to the people we serve, and our new corporate identity reflects the unity and strength we gain by operating together under one purpose and one name. Our community initiatives and charitable efforts under the renamed Liberty Caribbean Foundation will also ensure that we continue to uplift every community we touch,” added Smidts. 

“And we’re committed to investing even more in our networks to ensure every community enjoys fast, reliable connectivity, and we’re enhancing our customer service through seamless experiences in our Flow and BTC apps and via WhatsApp – making support just a tap away. And to show our appreciation, we’re rolling out new loyalty rewards that give back to those who stick with us. It’s all part of our promise to connect, care, and commit to our customers every single day.”

Balan Nair, Chief Executive Officer, Liberty Latin America, said the evolution from C&W Communications to Liberty Caribbean signals the start of an exciting chapter. 

“By uniting under the Liberty Caribbean banner, we reinforce our century-long promise to harness connectivity as a force for economic growth, enhanced public services and social impact. Whether enabling remote work, linking families across islands or empowering small businesses to thrive, Liberty Caribbean stands ready to write the next chapter of Caribbean progress,” he said.  (PR)

With Barbados determined to see exports in rum climb to over a billion US dollars by 2030, Minister in the Ministry of Finance, Ryan Straughn, has made it clear that Mount Gay Distilleries and rum have the potential to help the country achieve this goal.

Speaking yesterday at Mount Gay Distilleries, in St. Lucy, where The Cognac Cask Expression – The Eighth Edition – from the Master Blender’s Collection, was launched, the Minister explained to clients and others at the event, how this could be attained.

He said: “We have determined that, as part of the Barbados Economic Recovery Programme, rum, in particular, which has about US $100 million a year, in exports, that we wanted to push that to a US $1billion, by 2030. And therefore, this evening is an expression as to how we can utilise innovation and partnership to help Barbados to be able to achieve something “quite spectacular”.

While he noted that Barbadians love rum and also drink copious amounts of it, Mr. Straughn also addressed how else they could become engaged. He said: “But, there is an opportunity here that allows for ordinary Barbadians to be able to invest in such a venture, because it will require significant investment, if we are going to meet that milestone. It is not just about paving and leading the way, but we want to ensure that the rum… includes Barbadians as we achieve this quite impressive objective.”

Noting that the reality was that rum had to age just like bonds on the financial market mature, he stressed: “And, therefore the conversation we have to have with Bajans is how do you participate in innovations and investments like these that allows ordinary citizens to be able to purchase a barrel of rum in your name, it matures , in four years, five years, 12 years, whatever the period is, and on maturity, you get a share in the Return on Investment that entities like Mount Gay, will be able to usher in. I think that if we are able to break it down to ordinary citizens to understand that they too can participate in what is a very successful story, which is really the story of Barbados; the story of rum is the story of Barbados, and the story of Barbados is the story of rum.

“And, therefore as we have just commemorated 400 years since the Landing of the Olive Blossom in Barbados. Mount Gay has been established since 1703, there is history here, which we must now leverage, to the benefit of Barbados, partnering with our French team… because, having bought Mount Gay in 1989, you are now officially Bajan. And, therefore, the same pride that the French has with cognac and Champagne, Barbadians should feel that same pride with respect to rum. And therefore, I think it’s a good partnership, to be able to leverage something which says ‘this is class; this is excellent; this is what a premium drink tastes like; looks like’.”

The Minister, who praised Mount Gay’s well-maintained facilities, also emphasised that their story could be told with respect to the investments made in Barbados and the legacy which must now be leveraged “to pay homage to those who have gone before, but to give the future generations the opportunity to participate and be a part of the very success that you have built here”.

Meanwhile, Mount Gay’s Managing Director, Antoine Couvreurs, in his remarks, about the reveal of The Cognac Cask Expression, told patrons: “I am very excited to have the opportunity to taste how our exceptional Mount Gay rums have evolved after being aged in barrels of Remy Martin Cognacs.”

While acknowledging it was masterfully created by Trudiann Brancker and her team, he added it would be available in 70cl from select premium retailers here in Barbados as well as in the Caribbean, USA, UK, Europe and Asia for US $ 210. “It is my expectation that this new Expression will be just as successful as the Seven before it…”  Mr. Couvreurs added. (PR/GIS)