Demerara Distillers Limited (DDL) signed an agreement last Tuesday at the Sandals Resorts International Corporate Headquarters in Kingston, Jamaica, for a partnership in which El Dorado will be the exclusive pouring rum at all Sandals Resorts.
In addition, the El Dorado range of Premium and Super Premium rums will occupy prime positions in all Sandals Gift Shops at the resorts, a press release said. No other terms of the deal were disclosed.
The Sandals Resorts are located in Jamaica, The Bahamas, Antigua, Saint Lucia, and the Turks and Caicos Islands.
Sandals and DDL will also collaborate on branding and marketing opportunities at the resorts and in the international markets. The agreement comes into effect on August 1.
DDL Vice-President, International Marketing, Komal Samaroo, after signing the agreement noted that “the El Dorado range of aged Demerara rums has a history of delivering excellence and quality to the world for over three centuries.”
Adam Stewart, CEO of Sandals Resorts International, in his remarks after the signing said that the partnership with Sandals Resorts International and Demerara Distillers Limited “is both timely and symbolic of the members of the Caribbean Community shaking hands as neighbours and pulling the region closer together.”
