DDL launches rum heritage centre
Stabroek News
March 29, 2007
Executive Vice President of International Marketing Komal Samaroo introduces Demerara Distillers Limited new line of El Dorado Single Barrel rums, which include Edward Henry Porter Marque (EHP), Port Mourant Marque (PM) and ICBU Marque. The 'Single Barrel
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 Crème Liquor, a variety of other products and launched new companies in the mid-90s. Today DDL employs over 1,000 people and pays some $1.6 billion in wages and salaries. Making a case for the importance of DDL in the country's economy, Persaud further noted that the company paid about $2 million in taxes last year.
Persaud said nothing happens unless you make it happen. He also highlighted the company's focus on training which he says is necessary as many of the young recruits are leaving and leaders must query why.
Answering his own question Persaud told the audience that Guyana must be made more appealing for them to stay by improvements in security, confidence and freedom of expression. Persaud said he was confident of this position because of his and his management team's open-door policy that allows them to interact effectively with staff members.