Select Brands replaces CPJ as Demerara distributor
Published:Friday | July 6, 2012 | 12:00 AM
Local spirits and wines importer Select Brands has taken over distribution of the portfolio of Guyana-based Demerara Distillers Limited, a company which began operations more than 300 years ago and now produces rums of differing ages and styles.
The Demerara brands already had a presence in Jamaica, having been distributed by Caribbean Producers Jamaica Limited, which operates in the hospitality industry as an integrated food service distributor.
However, Select Brands was recently selected as sole distributor for the company and will be marketing the products solely in Jamaica.
With the switch in distributor, Select Brands is hoping to increase sales and give products such as El Dorado rum - identified as the most notable among Demerara's products - more visibility particularly in in-bond stores and hotels, according to Dominic Beckford, marketing manager, Spirits.
However, in answer to queries posed by the Financial Gleaner, Beckford indicated that it was not Select Brands' plan to "go head to head" with local competitors such as J. Wray & Nephew, the largest distiller, blender and bottler of white overproof rum, given that the Demerara brands are in the premium range.
Rather, the company's intention is to bring in products such as El Dorado as an alternative brand, as opposed to seeking to encourage consumers of locally produced brands to switch.
"It is the intention of Demerara Distillers to become the number one (seller of) imported rum in Jamaica," said Select Brands Managing Director Andrew Desnoes.
Other notable players in the local market include Worthy Park Estate, which produces white overproof rum under the label Rum-Bar Rum; Hampden Estate, which ventured into bottling the spirit just over a year ago; the state-owned National Rums of Jamaica Limited, which produces Monymusk overproof white rum, which hit the market in November 2011, and KRB LEA Jamaica Rums Limited, which markets the product under the Port Royal white overproof rum brand name.
Desnoes said Select Brands will be aiming for a 50 per cent growth in sales of the Demerara brands in Jamaica within a year.
However, he said it was very difficult to put a dollar value on the Demerara deal, given that it involved a change in distribution as opposed to an acquisition.
Demerara Distillers began as a sugar cane co-operative in 1670 and has since grown to become one of the most famous rum companies in the world receiving, for the second year running, the Spirits Producer Trophy for the Americas and the Caribbean in the International Wines and Spirits Competition for 2011, Select Brands said in a release.
The company's portfolio includes the premium line Ivanoff Vodka, Tyler's Liqueurs and Lord Roberts Gin. Most notable, however, is El Dorado rum, whose distinctive flavour, according to Select Brands, is characterised by a deep, mellow sweetness.
"While the whole range of rums has been the consistent recipient of a number of well-respected awards, most recently, El Dorado 15 year-old Special Reserve was awarded the Best Rum Worldwide Trophy for the seventh time in the International Wines and Spirits Competition for 2011," the release said.
"We take great pride in bringing El Dorado Rums to our family," said Desnoes.
"El Dorado is an extremely well-respected rum and will be a lovely addition for rum lovers in Jamaica to complement their existing repertoire," he said.
Just under two weeks ago, Select Brands, which began operations in November 2011 as a direct rival to conglomerate J. Wray & Nephew, initially marketing and distributing 156 products, announced that it has added 1876 Wines to its portfolio.
1876 Wines refers to a membership-based fine wines club which sources the product from around the world. It was founded in 2004 by Paul Hanworth and Adrian Garforth.
Select Brands is controlled equally by Andrew Desnoes and David McConnell through a St Lucia-registered company called Ringtail Holdings.