The Bahamian Brewery & Beverage Company is boosting its presence in the retail wine and spirits business by constructing a warehouse and distribution facility in New Providence.
Head of the brewery, James Sands, said the warehouse has broken ground near the corner of Nassau Street and West Bay Street. The company is coming off the opening of a new Jimmy's Liquor Store in Eleuthera earlier this year, and by beefing up its distribution network, it hopes to grow these retail centers.
There are currently six Jimmy's Liquor Stores in The Bahamas, with one in Grand Bahama, one in Eleuthera and four in Nassau.
The brewery chief is no stranger to the liquor store market. In 2000, he sold his stake in the popular Butler & Sands franchise.
While his new string of stores are relatively modest, he feels "it could definitely grow".
"Right now we have a warehouse on Wulff Road, but we've outgrown that," Sands said. "What I hope to achieve is stronger distribution. The idea is to eventually open more outlets."
This new warehouse will provide a conduit for the existing facility in Grand Bahama, he added.
Sands told Guardian Business that he has achieved distribution rights to Cutty Shark, Pinnacle Vodka, Ace of Spades champaigne and many other brands.
The disclosure comes as the locally-owned brewery is reporting an 18 percent increase in production in the last fiscal year, which ended on March 31. New products and a lucrative alliance with Virgil's, Atlantis' new $10 million restaurant, have helped place the brewery more on the map.
Sands said the company's main product, appropriately called "Sands", remains the "powerhouse". Sales of High Rock, Strongback and the new Bush Crack Beer have remained strong, although he believes 2012 will involve greater marketing campaigns to instill national pride in the home-brewed ales.
"We are trying to increase our advertising and promotions to support that idea. In most countries, people take great pride in the beers produced there. Unfortunately, Bahamians have not taken the same pride. A campaign of being Bahamian and proud is our focus. We want to restore that pride."
The brewery has purchased and branded four sculling boats as part of this initiative, Sands told Guardian Business, which will take part in this weekend's high-profile Exuma Regatta.
In terms of Virgil's, the exclusivity agreement to serve only Sands beers on tap has provided further marketing and served as a reliable spot of business.
Sands said "it has worked well into our portfolio", and he remains interested in other agreements with local restauranteurs.
Last month, the brewery chief told Guardian Business that he intends on capturing up to 50 percent of the market from rival foreign brands.
Bush Crack Beer, the latest offering, is the fifth beer produced in Grand Bahama.
A competitive price for the 16-ounce can has led to strong demand despite only a few months on the market. Virgil's at Atlantis is the only place where this beer is available on draft.

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