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BBBC targets 30 percent of market with new beer

  • Sands executives and 11 managers from Virgil's went on a tour of the brewery to taste the new exclusive beers. Photo: Stewart Miller

STEWART MILLER
NG Business Reporter
stewart@nasguard.com

Published: Oct 28, 2011

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FREEPORT, Bahamas– Bahamian Brewery and Beverage Co Ltd. (BBBC) is about to launch “Bush Crack” in the domestic market - the first local beer to retail in a 16-ounce can.

With about 22.5-to-23 percent of the beer market in The Bahamas now in the BBBC camp, according to sales and marketing manager Lynden Johnson, the company is hoping the new 16-ounce can along with the quality of the product will make it a hit with Bahamians. It could also mean a bigger share of the domestic market for the Grand Bahama based brewers.

“With the introduction of Bush Crack, we will be able to get no less than 30 percent of the market in The Bahamas,” Johnson said in an interview with Guardian Business yesterday.

While he did not disclose what that translated to in dollar or volume sales, Johnson did say the size of the local market was around 2.6 million cases of beer per annum.  BBBC has no problem ‘co-existing’ with the other local brewers, according to Johnson, but added that as the only 100 percent Bahamian-owned brewery the company is aiming to make its product-line the ‘go-to’ beers for Bahamians.

BBBC is targeting the segment of the local market now dominated by foreign beers retailing in16-ounce cans.   BBBC General Manager Donald Delahey said Bush Crack provides a high quality, locally brewed alternative to the popular 16-ounce Colt 45 or Busch offers.

With a price point Johnson said would be ‘competitive’, he anticipates 3-for-$5, or 3-for-$6 retail specials for 5.8 percent alcohol content beer should be well received by the local market.

BBBC hosted a team of 11 managers and directors associated with Atlantis’ newest restaurant,Virgil’s, to a brewery-tour and sampling opportunity at its Freeport, Grand Bahama plant yesterday.  Virgil’s has an exclusive to serve the beer on draft.

Johnson said he’s hoping the excitement that is building from the vote of confidence cast by Virgil’s in choosing Bush Crack will carry over to the local market.

With it’s ‘Real Barbecue’ theme, Virgil’s customers have come to expect a broad range of quality beers, according to the Virgil’s general manager Amaaris Pichardo.  They will also serve the rest of the brewery’s line of beer products.  The restaurant opens on November 1.

Bush Crack is described as a gold-yellow color beer with a mild bitterness and a tangy, full-bodied taste profile, BBBC’s Brew Master Dieter Stich told Guardian Business yesterday.

BBBC is busy crafting another new product as well.  The ale they are aiming for would have a darker color and fuller-body than Bush Crack.  That product may come to market as early as December, although BBBC is currently gearing up for a January release, Delahey said.

There will be an exclusivity agreement for distribution of that beer with Atlantis, Guardian Business has learned.  That beer will likely only be available at its restaurants on tap.

BBBC now has Sands, Sands Light, Strong Back and High Rock in its product line-up.  The company won Belgium’s Monde Selection Grand Gold for its Strong Back beer in 2010, along with the Gold for the High Rock beer that year.

 

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