Select Brands adds Rum-Bar to portfolio

Friday, July 12, 2013

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RUM-BAR Rum and other Worthy Park Estate products will be exclusively distributed by Select Brands Limited in designated sales channels, the companies have announced.

The deal becomes effective on Monday.

Select Brands, which Worthy Park said it partnered with for its brand building and distribution strength, will distribute the products to supermarkets, convenience stores, gift shops, clubs and hotels across Jamaica. Worthy Park will continue to directly service the wholesale and bar channels.

"We could not be more excited to welcome Rum-Bar Rum and other Worthy Park Estate products to our fast-growing family of brands. These high-quality Jamaican products will truly complement our portfolio and add further scope to our company," Andrew Desnoes, managing director of Select Brands, said in a press release.

Since it began operations in November 2011, Select Brands has expanded rapidly to become one of Jamaica's leading purveyors of spirits and wines. In addition to the Worthy Park portfolio, Select Brands handles brands such as Stolichnaya Vodka, Glenfiddich, El Dorado, Hardys, Woodbridge, Hpnotiq and Budweiser. They are expected to help aid Rum-Bar's push into new areas for the brand in a bid to solidify it as the clear alternative in the Overproof Rum Category, next to Wray & Nephew White Rum.

Best known as Jamaica's most efficient sugar producer, Worthy Park Estate began producing rum in 1741, but had halted rum production in the 1960s. Since its re-entry into the rum market in 2007, the estate started producing Rum-Bar Rum & Rum Cream and Worthy Gold Rum, which have enjoyed rapid growth in the market.

"The level of growth in Rum-Bar sales has taken the market by surprise over these past few years. We believe that the quality and value for money offered by our brands, along with the professional representation by Select Brands, will ensure we sustain this expansion for years to come," noted Gordon Clarke, Worthy Park's director and distillery manager.

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