Paradise Beverages signs rum distribution agreement with Young’s. Credit: Kaley Dykstra on Unsplash.

Coca-Cola Amatil’s Fiji division Paradise Beverages has signed a new distribution agreement with US-based wines and spirits distributor Young’s Market Company.

Under the agreement, Young’s agreed to distribute Paradise rums in the west coast state of California.

The rum products have been produced in Fiji under the Rum Co of Fiji label.

Coca-Cola Amatil’s international sales manager Heath Baker said: “Building strong international growth for its market-leading Paradise Beverages brands is a key growth driver for Coca-Cola Amatil’s alcohol and coffee business.

“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.”

“Young’s has a very strong reputation due to its excellent portfolio and customer relationships and its core values as an ethical employer and responsible corporate citizen.”

As part of the deal, Young’s will now offer a range Ratu and Bati rums to its California-based on-and off-premise customers.

Baker further added: “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.

“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.”

Earlier this year, Paradise Beverages signed a similar agreement for its Samoan beer, Vailima, with Foredrinks in partnership with ODOM Corporation.