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Sands calls Virgil’s alliance ‘an honor’

  • James Sands, far right, says producing exclusive beers will be costly. File photo

NG Business Editor

Published: Oct 25, 2011

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While the cost of producing exclusive beers for Virgil’s will be high, owner and president of the Bahamian Brewery & Beverage Company says his partnership with Atlantis is part of a “good strong relationship” between the two businesses which could lead to further opportunities down the road.

James “Jimmy” Sands told Guardian Business that being asked to produce the special brews was “an honor” and a testament to the competitiveness of Bahamian companies.

“I was taught to do business the old fashioned way,” he explained.

“Word of mouth. We were communicating with Atlantis all the time. Our brewery is totally Bahamian owned and it runs very well. To be competing against other international brands and be chosen shows we can do a job just as well as any international brewery. It’s something Bahamians should be proud of.”

During an exclusive tour of the new $10 million restaurant last week, Guardian Business learned of a partnership between Sands beer and Virgil’s.

Not only will the restaurant exclusively serve many of the company’s beers on tap, but it will also feature two unique beers only sold on the premises - Bush Crack Beer and Virgil’s Bahamian Ale.

Sands said the brewery expects the relatively low production of these beers will be challenging in terms of allocating the company’s resources.

He said the investment is intended to be a marketing opportunity and will strength ties with Atlantis.

“To do one beer does not pay off for us, but everything rubs off around it,” he added.

“We will be using existing facilities to produce the beers, but there is a cost to it in terms of diverting resources.”

Bush Crack Beer is expected to hit the shelves at Virgil’s shortly after its opening in November.

Virgil’s Bahamian Ale will appear late this year or possibly early 2012.

In the meantime, a team of managers from Virgil’s are travelling to the brewery in Freeport tomorrow to sample beers and be part of the production process.

“We want them to talk to one another. We’re not mind readers, so they come up with different ideas and we come up with ideas to benefit both parties concerned,” he explained.

“It is part of building a strong relationship.”

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