Paradise Beverages’ Ratu rum expands to California
Paradise Beverages has signed a deal with US-based beverages company, Young’s Market Company, to distribute its Ratu and Bati rums to consumers in the west coast of California.
Produced in Fiji under the Rum Co of Fiji label, the liquor has gained traction for the past few years with several US awards under its belt.
“Building strong international growth for its market-leading Paradise Beverages brands is a key growth driver for Coca-Cola Amatil’s Alcohol & Coffee business,” said international sales manager Heath Baker. “Young’s has a very strong reputation, thanks to its excellent portfolio and customer relationships and its core values as an ethical employer and responsible corporate citizen.”
The Ratu Spiced five year old was named Rum of The Year and the eight year old Ratu 8 Signature Rum Liqueur received a silver medal at the 2018 London International Wine and Spirits. San Francisco World Spirits Competition 2017 also recognised the Paradise Beverages liquor brand. Ratu Signature Rum Liqueur and Bati Dark bagged double gold medals while Ratu Dark five year earned gold.
“The US rum market is the second largest in the world (after India). After launching the Rum Co of Fiji range in Australia two years ago and gaining exceptional traction with customers and consumers, the US market is the next key focus for us. We’re really excited about the opportunities in the west coast in particular, because of Fiji’s proximity and the strong attraction of consumers to the purity and culture of the Fijian islands,” added Baker.
“With the quality of our rums and our strong Fijian provenance, we believe Ratu and Bati can help support continued growth in the premium and ultra-premium segments and we’re thrilled that Young’s has seen this opportunity. These segments are growing in volume and value, and that’s continuing to drive category growth for rum as a whole. We’ve made our first sale and are already talking about potential opportunities to expand across the Young’s network.”
Paradise Beverages sealed a deal for its Samoan beer, Vailima, with distributor Foredrinks LLC in partnership with ODOM Corporation in 2018.