J Wray & Nephew, Jamaica's premier rum distillers, said Monday it has acquired the distribution contract for Swedish vodka, Absolut, but did not reveal the specifics of the deal.

Brand owners V & S Absolut Spirits expects Wray & Nephew to grow the brand and build new markets for four lines of its vodka, according to a release announcing the deal.

"We are very pleased to partner with J. Wray & Nephew Limited, which has an excellent reputation in the spirits industry for building brands," said V & S' Mats Persson, quoted in the Wray & Nephew statement.

The contract took effect this month.

Sharon Murray, general manager for Wray & Nephew's Global Marketing Division - National, said the company was targeting sales of about 8,000 to 10,000 cases in year one.

Super premium range

Absolut is perhaps a 15 per cent premium when matched against a standard brand like Smirnoff, but is not in the super premium range, said Murray.

In Jamaica, it is poured largely by hotels and such establishments and consumed mostly by foreigners, she said.

"With the addition of V & S Absolut Spirits' brands to our portfolio, we now have the most extensive range of wine and spirits in Jamaica," said David McConnell, managing director for Wray & Nephew's global marketing division.

The 182-year-old Jamaican company's product spread across market segments, from Stone's Ginger Wine to Moet champagne, from Sanatogen Tonic Wine to California's Delicato range and other categories of spirits. Its own brands include Wray & Nephew White Rum and the Appleton brand of red rums.

The company sells in 60 markets worldwide, but it is the local market that V & S is interested in building out.

Popularity

"In recent years, Absolut has been gaining in popularity in Jamaica and we are confident that J. Wray & Nephew Limited, with its extensive knowledge of the Jamaican spirits market, will continue this trend and will build Absolut into one of Jamaica's leading imported spirits brands," said Persson.

Absolut Vodka is in 126 markets around the world and posted sales of 9.8 million cases in 2006.

The spirit is bottled in Ahus, Sweden. It is developed using a process called continuous distillation, introduced in the 19th century by Lars Olsson Smith.

The vodka is distilled "hundreds of times" until all impurities have been removed. Wray & Nephew will sell Absolut Vodka, Absolut Citron, Absolut Kurant And Absolut Vanilia on behalf of V & S.

business@gleanerjm.com