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Daren Sammy Is New Face Of Chairman’s Reserve

Image of DAREN Sammy, the Brand Ambassador for Chairman’s

DAREN Sammy is now the Brand Ambassador for Chairman’s Reserve, one of — if not — St. Lucia’s most respected and internationally-acclaimed rums.

Sammy was launched as the popular local rum’s Brand Ambassador last Friday evening at the Royal St. Lucian Hotel, during an event witnessed by a small gathering of friends and employees of the company.

Image of DAREN Sammy, the Brand Ambassador for Chairman’s
DAREN Sammy, the Brand Ambassador for Chairman’s

Although details of the marriage between Sammy and Chairman’s Reserve were not highlighted at the launch, it was nonetheless believed to be one that would make the entire country proud.

Margaret Monplaisir, Managing Director of St. Lucia Distillers Ltd (producers of the rum), said the marriage was the unification of two leading personalities St. Lucians are so proud of.

“I also feel a sense of history being made — or more accurately a sense of history extending into the future — (and) quite appropriately so, since we have come to this ceremony with some 88 years of history behind us.

“Incidentally the number 88 is also very important tonight. We are into our 88th year of rum making and Daren Sammy’s number is 88; this is truly an alignment of the stars,” Monplaisir said.

“So, for us at St. Lucia Distillers, this is indeed something of a mega merger, a happy and strategic alliance, not born out of desperation but driven by excellence and vision,” Monplaisir added.

Monplaisir believes that the marriage will elevate both Sammy and the rum to new levels of fulfillment. She also believes that excellence binds both Sammy and her company and makes for a good match for both sides.

“We are both deeply rooted in community, as signified by our longstanding support of worthy causes and our participation in virtually every aspect of St. Lucian life,” Monplaisir said.

Also launched that night was the Daren Sammy Chairman’s Reserve drink called the Chairman’s Reserve 88 Special or simply ‘The 88 Special’, which is primarily a mix of Chairman’s Reserve — the Forgotten Casks and coconut water, a drink Sammy himself said is ‘perfect’.

Saying ‘yes’ to St. Lucia Distillers was not an easy one for Sammy who was raised in the Seventh Day Adventist religion, a faith known to abhor alcohol on the basis that it corrupts healthy lifestyle as endorsed by the bible.

According to him, he had to seek his mother’s counsel before making the decision.

“Being raised as an Adventist, I thought long and hard about it. I spoke to my mom about it,” he said.

With the decision made, Sammy said it was nice to be on board and that he was excited about the prospects. He encouraged everyone to drink responsibly and support the rum — because it is one of the best in the world and also locally made.

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