How did you land this job?
After working for 12 years with the market leader at various casual, junior and supervisory levels, I felt underutilised; my potential seemed like it would not be realised. At that time, the competition had just entered the market about two years and was not gaining much traction. Since this company was young and aggressively seeking inroads, I saw this as an opportunity to develop my career as a marketer and to realise, if not exceed, my expectations. I made a presentation, highlighting my ability to grow Rum-Bar Rum, to one of the directors/owners by e-mail and sent a hard copy to his secretary, followed by two calls daily for three consecutive weeks.
Eventually, I was called for an interview and subsequently became the first person to start the marketing department at Worthy Park Estate, as a demand specialist, then marketing coordinator and now marketing & sales manager.
How long have you been in this job?
Four years and four months (April 2009 - present).
What's great about your job?
I love to interact with people, have fun and tackle challenges; this job provides all three. I am able to interact with various persons within and outside the industry, including promoters, bar owners, suppliers, wholesalers, the media, the competition, staff, consumers, and directors. As it relates to fun, consuming and facilitating the consumption of the products responsibly is definitely fun. I love going to the bars, clubs, parties, street dances, and other functions where the product is consumed. And, as it relates to challenges, the market is very dynamic, and since Rum-Bar Rum has now become a major player, the brand and its efforts to grow steadily are constantly under attack from all angles. The real challenge is to stay afloat with relatively limited resources and simultaneously achieve all our objectives. This is indeed a pleasure.
Tell us something we might not know about your brand.
Worthy Park Estate Limited is arguably the island's first distiller of rum, since 1741.
Rum-Bar Rum is the smoothest white overproof rum on the market with premium quality, providing the best vibe across all segments.
Rum-Bar Rum is the fastest-growing alcoholic brand the island has ever seen. Amongst all the various white overproof rum brands, Rum-Bar Rum is now second to the market leader in terms of distribution and related consumption, equal in popularity and quality, better in taste, mixability and vibe.
Our tagline 'Truly Jamaican' is much more than commercial; the directors are very patriotic and, while we welcome international business, we encourage 'Buy Jamaican...Build Jamaica'. Rum-Bar Rum is a truly Jamaican product and will remain so despite the challenges.
What attracts a consumer to your brand?
The main features of the brand that will attract consumers are the taste and aftertaste, which is relatively smooth and definitely less aggressive than the other traditional white rums. Then there's mixability. Rum-Bar Rum mixes well with all types of chasers and provides an enjoyable drink, on or off the rocks. Also, consumers are attracted to the brand because of its affordability. As it relates to premium white overproof rums, Rum-Bar Rum is more affordable and the vibe associated with consuming Rum-Bar Rum is unmatched. Depending on the consumer and the conditions, any of these features will definitely attract and encourage consumption.
Where can consumers find out more about your brand?
To find out more about our brands (Rum-Bar Rum, Rum-Bar Rum Cream, Worthy Gold Rum) customers and consumers can visit our website www.worthyparkestate.com and our Facebook pages.
Interested groups can sign up for a tour of our distillery by sending a request to promotions @worthyparkestate.com