company had one van with which it made
they “look at the calibre of the promoter and
According to Calbert, Cavalier has transcended
deliveries. Since that time, the company has
event. If an event is considered super premium
through time and will continue to do so. “At all
grown, becoming one of the largest wine and
then the English Harbour brand is portrayed”.
the major historical events in Antigua, Cavalier was
spirit distributors on the island today. “That
He adds however that in terms of marketing
there.” Calbert works with all of the distributors
has been largely through the efforts of staff and
and promotion all brands distributed by the
in the islands to which the rums produced by
management, and their dedication to build
company are featured, but there is usually a
the Antigua Distillery are exported. These islands
something from scratch, to where it is today,”
feature brand and a behind the bar brand.
include the British Virgin Islands, Anguilla, St.
Anthony says.
The Company has now being appointed
Marteen, St Kitts/Nevis, St. Lucia, Grenada and
In 1997 the business moved to its current
exlcusive local distributor for all brands of
Barbados.
location on Friars Hill Road. This facility was
Pernod Ricard, the world’s second largest liquor
previously being used by the Distillery to store
multi-national. “This is an important milestone
Products produced by The
rum barrels. It was renovated, and Premier
for Premier Beverages, in its development and
Beverages moved there along with the head
my team are excited and charged up and
office of the Antigua Distillery Limited.
ready to go” says Bento. “We have been
working on this for a number of years and
In 1998, realising that his knowledge of
it is gratifying to see it come true. Now its
wine was limited, Anthony hired Christian
time for the hard work.”
Graveleau, a French national. The wine
Antigua Distillery – Roots in the Past
portfolio was inherited by Premier Beverages
and Changing for the Future.
through the efforts of Paul Farara, who realised
that his company, Quin Farara’s were unable
With the interational recognition and
to carry those wine brands. Farara assisted
success of its English Harbour 5 Year Old
in brokering a deal whereby important wine
and super-premium rums, the Antigua
brands could be moved from another company
Distillery is also undergoing considerable
to Premier Beverages. Anthony says that
changes as it enters into its 77th year of
Christian is a significant player at the company,
existence. The company recently signed a
who, together with is partner Miguel Sanchez,
contract with Antigua’s 2009 Soca
a Cuban national, has worked to build the
Monarch, Tian Winter, to be the
business to where it is today.
‘face’ of Cavalier Rum. The company
noticed that over the years the
2005 saw the further expansion of the
Cavalier Rum brand was becoming
Premier Beverages faculty with the addition
“old-fashioned” with consumers.
of 15,000 feet of warehouse space. That
Thus in February the company re-
facility uses the latest warehouse management
launched the brand along with a
technology to receive, select and pack orders
newly designed label and taste. The
made to the company. Anthony explains that
idea behind such a move, was to
this system was most suitable, as workers often
make the rum more appealing to a
had the confusing task of dealing with wines
younger demographic. The company
that came in five different languages. The new
will also be working with a regional
system allows for quick training. Anthony says
artiste, Skinny Fabulous, to produce
a man off the street could be taught the software
a catchy jingle called ‘Head Bad’.
Antigua Distillery
Calbert Francis is the Sales & Marketing
Limited include:
Manager for Antigua Distillery Limited, with
responsibilities for Antigua and the Caribbean.
• Cavalier Rum – Gold, White and 151
He has been spearheading some of the sales and
marketing activities undertaken by the Antigua
Proof (not for the faint hearted).
Distillery for the past year. “We wanted to
give Cavalier Rum something more fresh and
• English Harbour Rum – Gold & White
modern… a fashionable look that would appeal
to our consumers” Calbert says. It is evident
that Antigua Distillery” intends to stay abreast
• Premium English Harbour 5 Year Old Rum
with the new trends in the industry.
In all this change, Antigua Distillery wanted
• Super-Premium English Harbour 10 Year
one thing to remain unchanged, the support
Old and 1981 Vintage Rums
of Cavalier Rum to its loyal clientele over
in 30 minutes, and would be able to function
the years. Hence they are still involved at the
• Cavalier Rum Punch
efficiently in the warehouse. He says that all
grassroot levels, sponsoring local events and
this was in an effort to provide the best quality
organizations. Calbert wants to assure the
service to the customers, as the company tries
public that the company will not forget their
• Kokocaribe Coconut Rum
very hard to always keep its customers happy.
older customers and will continue to support
their activities. “When we were looking at a
• Oasis Purified Water
Siman Jallow, who is responsible for
new theme, we didn’t want to isolate our die-
marketing at Premier Beverages, says that
hard Cavalier Rum fans” Calbert says, and
before the company decides to sponsor an event
worked hard to create that balance.
BusinessFocus • Feb/Mar 2010 | 17
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