Takamaka Bay expands horizons |02 February 2005

Trois Freres Distillery owners Richard, Jacqueline and Bernard D’Offay told Business Nation recently of their new business opportunity and new look, which includes a revised alcohol content of 40 to 43 percent, a new back label, and cocktail recipe for each product.

"Stock physically went on the shelves last week (in Port Elizabeth, South Africa)," Richard said, "The response has been fantastic." 
"The prices are competitive," he suggested, adding that the liquor will be priced at around 65 Rands per bottle, which he said is relatively high-value considering that such liquor in South Africa ranges from 40 to 80 Rands.

The distillery hopes to export a container of its products, aproximately 12,000 bottles, every other month.
The d’Offay brothers have paid particular attention to advertising their product along the Garden Route coastal area of South Africa, a region that is "renowned as the Riviera of Africa, with tourists from all over the world,"  Richard said, and that keeps with the Takamaka Bay theme of "fun in the sun."

To help the product stand out, custom-made promotional stands and colorful posters have been provided to every liquor outlet which stocks Takamaka Bay rum in South Africa.

"Due to the competitiveness of the market it is vitaly important to be as visible as possible," he said. "Our whole branding and advertising campaign is based on the beauty and uniqueness of Seychelles – linking the quality of  Takamaka Bay rum to the quality of Seychelles."

The brothers hired South African alcohol distribution agency Prestons Liquors and Identity Promotions, which have featured radio competitions on their advertising campaign to promote both the products and Seychelles.

Three months of radio competitions will be dominated with themes of Who wants to be a DJ ? and How well do you know Seychelles ? with the first prize being a holiday to the Seychelles.

Richard said that he would like to involve STMA in the promotion and hopes to meet officials this week.
Five days of promotional parties on board a yacht covered with Takamaka Bay and Spirit of the Seychelles slogans during the Splash Festival, a big Easter festival in Port Elizabeth, will also form part of the advertising.

Another feature will be an exclusive party at Nine Yards – "the most popular nightclub in Port Elizabeth," Richard said – which will be transformed into a scene from the Seychelles.

Selling at the same prices, the new export products are locally available at all the usual outlets including the Duty-Free at the airport.

 "The Seychelles market will have export packaging," Richard added. "We’re making a concerted effort to keep the cost down locally and give real value for money to our customers."
With the addition of cocktail recipes, "we’re teaching people how to best prepare the rum as well,"  he said.
To keep up with expanding demand, an automised bottling plant will "next month be up and running," he said.
Future plans for the distillery include the "launching of an exciting new product very soon – probably between the next three to six months," the owners announced.