By RACHNA LAL
Paradise Beverages (Fiji) Limited’s key theme next year would be to strengthen local market position in Fiji and Samoa and grow internationally.
The country’s largest brewery operator has highlighted this through the South Pacific Stock Exchange via a shareholder update.
One of the ways Paradise Beverages plans to achieve this would be by aiming to protect and defend the domestic base business.
They plan to invest in draught capability to drive growth, materially increase Vonu Beer distribution in Fiji and drive growth in Corona and Carlsberg distributions in Fiji.
Paradise Beverages will also increase draught ready-to-drink (RTD) rollout in the on-premise channel, innovate with new Tribe and Bounty RTD flavours and leverage the new rum store and Fiji Rum Co portfolio.
The other plan is to drive growth in premium rum.
This would be through the re-launch of Bounty, leveraging the existing aged cellar and strategic capital investment.
Paradise Beverages said they would: “Leverage Fiji Run Co to deliver the ‘Fiji rum experience’, Bounty pack upgrade and range extensions and establish distribution in major rum export market.”
Beer export business
As far as Paradise Beverages’ export ready portfolio (Fiji Bitter and Vonu) is concerned, the brewery will commence exports to Australia and New Zealand in 2014.
Paradise Beverages said it is also scoping opportunities in North America and South East Asia.
As for international partner brands, the brewers will be looking at Corona, Carlsberg and Molson Coors for export in the Pacific Rim markets and will also commence next year.
Paradise Beverages said for operational efficiency they will continue to execute the major over FJ$40 million capital investment plan to modernise the manufacturing facilities and drive operational efficiency.
A range of Fiji Rum Co available at Denarau Golf and Racquet Club on Denarau Island, Nadi.