Demerara Distillers Limited has constructed and launched the Demerara Heritage Rum Museum at its Diamond, East Bank Demerara location.
The event, held on location at the company’s Diamond complex on Monday evening, saw a number of the company’s managers and high-ranking government officials including ministers of agriculture, culture and home affairs, Robert Persaud, Dr Frank Anthony and Clement Rohee, in attendance.
The Demerara Heritage Rum Centre features equipment, model stills and photographs chronicling the company’s history and its traditional methods for achieving a quality product. The centre was launched to coincide with the hosting of the ICC CWC 2007 Super Eight World Cup matches in Guyana.
Anthony did the honours of cutting the ribbon to open the centre while Komal Samaroo, DDL’s director of international sales, gave an overview of the structure. He told the gathering that today’s consumers are more informed and discerning and they want to know all about the company’s products and how they differ from others on the market.
As a result, the company has been considering the introduction of ‘product ambassadors’ to assist in marketing its brands. He also pointed out that DDL’s age range rums set a precedent and are among the fastest growing segments in the rum market around the world. The centre will also be used to exhibit the quality of rum produced by the company as well as explain the production process to wholesalers and retailers.
DDL Chairman Yesu Persaud gave visitors considerable background information on the company and the centre.
He recalled that the company he took over was almost bankrupt and initially produced only bulk spirits that was shipped to other companies who used the commodity for the production of their brands.
The company now produces its own brands of spirits, including Ivanoff Vodka Blue and El Dorado Cr