PRESS RELEASE — CASTRIES, August 16, 2023 – Peter & Company Distribution (PCD), the exclusive distributor of Carib Brewery Products and El Dorado Rum rolled out CPL 2023 campaigns this week in collaboration with their respective brand partners.
At an event held at the Harbour Club, Rodney Bay, Ms. Jaclyn Douglas, Market Development Manager, Carib Brewery enthusiastically rolled out the company’s CPL 2023 plans to commence on August 16 to coincide with the matches being played in St. Lucia. Declaring that “Carib brings the party to CPL”, she was thrilled to once again partner with Peter and Company Distribution whose team will be executing exciting promotions and activations across locations island-wide.
These include:
1. Ticket Giveaways to St. Lucia Home games
2. Promotional pricing at select bars throughout the country
3. Consumer promotions at select retail outlets
4. Hosting viewing parties for away games at select bars throughout the country
The event also served as a product training session for Team PCD to gain more insights into the newest Carib Brewery additions to the portfolio: Caribé Hard Cider and Rockstone Tonic Wine.
Caribé Hard Cider offers a crisp, premium taste with a refreshing blend of fermented apples and natural, gluten-free flavours for consumers looking for sophistication. The world-renowned champagne yeast results in a light, dry body taste associated with sparkling wine. 4.5% Available in three flavours – Brut (ABV 4.5%), Mimosa (5%), and Rosé (ABV 4.5%). The brand was “soft-launched” in time for St. Lucia Carnival and has been receiving rave reviews from consumers. PCD will be kicking the brand momentum into high gear with activations throughout St. Lucia to introduce the brand to new consumers.
Rockstone Tonic Wine, the second product to be rolled out was launched in collaboration with Mr. Stephen Marley, son of legendary reggae icon, Bob Marley. It’s the first tonic wine with POWAROOTS™ – a powerful mix with Bois Bande, Maca Root and Horny Goat Weed that helps you “Reach the Longtime”. CARIB and Stephen saw an opportunity to combine two worlds: a tonic wine that’s potent enough yet surprisingly vibrant, smooth and mellow. Rockstone is named after one of Stephen’s most iconic songs.
El Dorado Rum:
This iconic Caribbean brand serves as the official rum/spirit partner of the Caribbean Premier League (CPL), infusing the tournament with the flavors and traditions of the region. El Dorado Rum adds a touch of Caribbean authenticity and celebration to the cricketing experience.
El Dorado Rum, one of the founding partners of the Caribbean Premier League (CPL), recommitted their support to the tournament for a further five years in 2022. Having been a huge part of the tournament and its success over the first 10 years, this new deal represents a strengthening of the relationship between these two powerhouse brands. To reward loyal El Dorado Rum consumers in St. Lucia, the company partnered with PCD to execute promotions at numerous bars and PCD Wines and Spirits locations to present consumers with tickets to the St. Lucia matches “on d’ spot” upon purchase. Consumer response has been enthusiastic and overwhelming with over 100 tickets given away to date.
Michele Kalloo, CEO, Peter and Company Distribution stated that Team PCD continues to be energized and thrilled to be the local distribution partner of these iconic brands which continue to tap into the pulse of the market to bring brand innovation and new product news that keep the respective categories fresh and top of mind.