By John Mair In London
El Dorado, the prize product of Guyana’s sugar industry was re-launched as a premium rum product at a convivial event at the Guyana High Commission in London on April 24, 2008, Previously, Guyana’s finest took its place on the supermarket shelves with all other rum products but now Demerara Distillers Limited have appointed a new distributor in the UK – Inspiritbrands Limited with many years of experience in marketing rum.
They advised repositioning and have persuaded DDL to take the product upmarket and into bars rather than concentrating on retail. Inspirit Managing Director James Shelbourne told me “It’s always best for brands to break on trade before off trade.” He did, however, forecast some short-term pain before long-term gain.
