Wide consumer base

Alipate Laveti, left, and Liam Costello showcase different rum products during the Paradise Beverages Fiji Rum Expo in Nadi. Picture: SHAYAL DEVI

Alipate Laveti, left, and Liam Costello showcase different rum products during the Paradise Beverages Fiji Rum Expo in Nadi. Picture: SHAYAL DEVI

FIJI made rum continues to gain a wider consumer base in overseas markets.

Paradise Beverages Fiji rum development manager Liam Costello said they had identified the United States, Australia and Asia as the biggest sellers.

He said Fiji had proven it could produce internationally acclaimed products and this was reflected in the 110 awards the company had won in the past 38 years.

“For 35 years, all we had was Bounty Dark Rum and Bounty White Rum, and now we have all of these rums,” he said.

“We’ve taken the base rum and turned it into something special to represent Fiji, to take them to the world.

“Every single one of these rums can stand up against every other product in the world.

“Most people don’t even know Fiji is, we’re just a dot in the ocean but the things we can do is amazing.”

According to Mr Costello the exposure of local products to tourists had also been a determining factor in lifting sales to various markets.

“You can take any of these rums against any of those in overseas and I guarantee you, these rums would be better.

“Try it and see that they are world-class products.

“Fiji can make world-class products and it’s all done by hand.

“They do it with machines. We do it by hand.

“We have 30 people and they are sticking labels and rolling the barrels, they are doing everything by hand because that’s one of the unique selling propositions in Fiji and that is that it’s all handcrafted.

“That’s something valuable because it links the whole story of Fiji to the product.

“The people are an important part of the product.”