By Durrant Pate/ Contributor

Four months after being released from prison in Jamaica, dancehall artiste Adidja “Vybz Kartel” Palmer has launched his STR8 VYBZ  rum line, which is being manufactured and distributed by Trinidad &Tobago spirits giant, Angostura Limited.

Launched on the weekend at Albion Energy Plaza, Victoria Avenue, Port of Spain, Trinidad, the rum line comprises a product named Fever, an overproof rum, which is 63 per cent alcohol by volume; Electric, a white rum; Unstoppable, a dark rum and Ramping Shop, a dark enhanced rum. 

The latter three rums are 40 per cent alcohol by volume. Each 700 ml rum is named after one of Palmer’s singles, and the bottles have lyrics from the songs on the labels. 

They are exclusively distributed by Angostura Solera Wines and Spirits with stores in Port of Spain, Marabella and Angostura House.

Speaking at the launch, the controversial artiste stated, “In Jamaica, we have a few, one called Beg You a Touch, and the Ramping Shop is a cocktail in and of itself, because the Ramping Shop (is) mixed with Magnum (Tonic Wine). So we have a series of mixes to promote. Fever is my personal favourite, and if you mix it with Angostura’s Pear Chill, I call it Pear Pressure.”

Life-long partnership with Angostura 

Palmer said the partnership with Angostura would be a lifelong one with other products being released, including cocktail mixes using the rums. Kartel described Trinidad and Tobago as a home away from home, explaining how he got connected with Angostura.

According to him, “It wasn’t a hard decision when (Jamaican dancehall artiste) Teejay said, ‘Teacha, mi have some man over Trinidad who want to do a project and mi t’ink is a good idea.’ And I said, ‘Trinidad? Yeah, man, let’s do it.’ And the rest is history.”

Speaking with T&T News Day Kartel said the rum line was an immediate success, being sold out two weeks after its launch in Jamaica on November 6.

“As we speak now, we’re transporting rum to Jamaica – that’s how Jamaican people love the product. Not just because of the hype that Vybz Kartel brings to the product but also because of the quality of the product,” he explained.

He expressed his delight in working with the team at Angostura.

Angostura’s Business Efficiency and Shared Services been appointed official co-packer and global master distributor for the brand. 

Executive Manager Rahim Mohammed stated, “As the leading innovator in the spirits industry, we are extremely excited to manufacture and distribute Kartel’s products. At our factory in Trinidad, we have the capacity to produce up to 400,000 bottles a day.”

Growing interest in the product

Since the launch of the rum line in Jamaica, Angostura has been receiving much interest from around the world. Mohammed revealed plans to start exporting between now and early January to Antigua, The Bahamas, Barbados, Grenada, Guyana, St Lucia, St Vincent and the Grenadines, Ghana, the Netherlands, Nigeria, the United Kingdom and the United States.

“These are serious enquiries. Many of the distributors have already placed their orders and their goods are in production. That’s to show you the momentum and the attractiveness of the brand throughout the world, which is truly due to your impact throughout the world, Kartel, through your music and your personality,” Mohammed told T&T News Day.

Kartel visited the factory last week to meet the staff and see the production capabilities first-hand.  

Regarding STR8 VYBZ, Mohammed said, “This is not a normal rum. This rum took contribution and development from parties around the world and when it was conceptualised, we started off with a team from Australia, TT and Jamaica, and when we got to a certain stage, we had to involve a team from South Africa….you’re getting a premium experience.”