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DDL, Sandals Resorts Inc. form “strategic partnership”
A decision by the Demerara Distillers Limited (DDL) to collaborate with Sandals Resorts International was regarded a “strategic partnership” and a “financial win” yesterday when executives from both entities addressed a press conference at DDL’s High Street, Kingston boardroom.
The two companies recently inked an agreement which designates El Dorado as the exclusive pouring rum at all Sandals Resorts. The El Dorado range of Premium and Super Premium rums will also occupy prime positions in all Sandals Gift Shops and Resorts. The agreement was signed on July 20 last and became effective on August 1. It is expected to last for the next two years.
According to Sandals Resort’s Chief Executive Officer, Adam Stewart, the collaboration had its genesis some three years ago in Florida at which point a potential affiliation was discussed. It is Stewart’s belief that the resulting partnership is a true example of Caricom at its best, working through two great Caribbean companies that are trying to strengthen each other.
Sandals, he revealed, is presently in a number of countries across the world and also includes Beach Resorts, which are family resorts, bringing the Sandals reach to a total of 20 hotels Caribbean-wide. With its 200-odd bars, Stewart revealed that Sandals hosts over one million customers per year, primarily from the United States of America, Canada and Europe. “That’s a lot of people every year test driving and tasting the product and hopefully going back to their home country and making El Dorado their product of choice going forward.”
Stewart revealed that Sandals is continually working to promote globally, in an effort to put the Caribbean Region on the map. According to him, through its marketing efforts, Sandals has been promoting all of the top shelf brands that it works. He further asserted that “having El Dorado at the front of that line-up today is something that we feel will be very beneficial for not only El Dorado but Guyana as a country, and we will do our part…”
Sandals Resorts CEO, Adam Stewart (left) and DDL Vice President, Komal Samaroo
A Sandals team has been in Guyana over the past 24 hours and according to Stewart, efforts have already been made to expand the limited portfolio. He is optimistic that in two or three years’ time it will be taken to an expanded level.
“There is nothing like promoting a quality product and the El Dorado product has won many awards to be put in on the map… This is very, very exciting for us because El Dorado has been voted the world’s finest rum and we are very happy and appreciative of this relationship…and we expect it will serve to make a stronger business community for the Region,” Stewart offered.
In addition to being able to export its portfolio products to the Sandals group, the collaboration, according to DDL’s Vice President, Marketing, Komal Samaroo, will see increased sales and by extension, increased foreign exchange earnings for Guyana.
“I think it is very significant not only for DDL but for Guyana as a whole. We are still evolving our discussions and we really don’t have a number as yet, but I would say this will be really significant,” said Samaroo of the anticipated revenue earnings. He is confident that the Sandals arrangement will give DDL a fantastic platform on which to build its North American and European Markets. The whole venture the CEO said comes at a time when DDL is widening its distribution, evident by its penetration in every province in Canada, in 30 States in the US and also in Europe.
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