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Journey's End expands wine portfolio

BY KARENA BENNETT
Business reporter
bennettk@jamaicaobserver.com

Wednesday, January 03, 2018

Local wine manufacturing company, Journey's End, has added pineapple and passion fruit wines to its portfolio of products.

The company, which started operating in 2012, has to date launched eight products including its signature ackee, sorrel, ginger, pimento berry, noni and sugar cane wines.

Chief Executive Officer Howard Coxe said the company experienced strong demand for its sorrel wine during the just-ended festive season. Nonetheless, the ackee and sugar cane wines continue to see the strongest growth.

Journey's End currently employs five permanent staff. However, the company temporarily employed 10 workers as demand grew. Coxe plans on permanently employing a few of the temporary workers as the company looks to introduce another fruit-based wine by year end.

Journey's End pineapple wine was introduced to the market last month. It follows the introduction of the passion fruit wine in the first quarter of 2017. All eight wines can now be found in MegaMart stores and at the Port of Call at the Norman Manley International Airport in 750ml and 150ml volumes.

“The demand from the supermarkets and the airport has kept us on our toes. We now hope to expand production capacity by 50 per cent this year,” Coxe told the Jamaica Observer.

He added that the decision to manufacture pineapple wine was based on the availability of the fruit from local farmers.

Coxe's second product — noni wine — was developed to help in the prevention of many ailments including headaches, heart disease, arthritis, cancers, gastric ulcers, sprains, depression, muscle aches and pains, and high blood pressure. The wine's target market is individuals wanting to experience unconventional wines. It is also used as flavouring for meals.

The rest of the portfolio is aimed at giving Journey's End a “good blend” of flavours for the local and international customer base. Coxe added that as the line of products progresses on the market, he is looking at having them available in upscale community bars.

He also hopes to increase marketing of the products in the tourism sector.