"A Sustained Focus on Diversification Has Been Key to Our Success"
Executive Chairman Komal Samaroo has played a defining role in DDL’S journey from bulk rum producer to award-winning leader in the premium drinks segment. Here he talks about the company’s rich history, his role in bringing the World Trade Centers Association to Guyana, and DDL’S ambitious plans for future growth.
Q: When did you start working for DDL?
My start was a humble one, working in accounting during the day, while studying for university at night. I became group finance director after ten years, and then managing director. Later, as vice-president of international marketing, my role was to spread the message that rum can be a premium drink like any other spirit. Since 2014, I’ve been executive chairman.
Q: How has DDL changed over the years?
A sustained focus on diversification has been key to our success. In the early 1990s, we began to pursue new income streams; for example, using the carbon dioxide released from rum’s fermentation process, we were able to produce and bottle carbonated beverages, as well as sparkling water. We also expanded into juice manufacturing, investing $20 million into our Tropical Orchard Products Company. This division processes and manufactures fruit and vegetable juices through an automated plant, producing 1 liter and 200ml cartons. Some of these small Tetra Paks go to school feeding programs. This is especially gratifying for me as our juice production, in turn, supports Guyanese farmers.
When designing the plant, we also ensured that it had a feature for packaging milk. We are now partnering with an Israeli company to develop a dairy farm to produce this milk. "Historically our largest market was Europe, but in recent years, markets in the US and Canada have grown exponentially.”
Q: What sets Demerara rum apart from the competition?
First, we tell the story of our unique distillation methods, including the use of historic wooden pots and traditional stills. Secondly, we age our rums for considerably long periods, between 12 and 25 years, under Guyana’s unique climatic conditions. Thirdly, we have successfully registered the Demerara origin under Geographic Indications Regulations of the European Union, a process which was completed in 2021. We also do a lot of sampling for consumers in order to demonstrate the quality of our products.
Q: What are the main international markets for your products?
Historically our largest market was Europe, but in recent years, markets in the US and Canada have grown exponentially. We are also pursuing new opportunities in Asia, Africa and Latin America. “Demerara rum can only be distilled in Demerara, Guyana. Therefore, wherever you see Demerara rum, it has to be from our distillery.”
Q: How will Guyana's first World Trade Center help further expand DDL'S global footprint?
It was clear to me that Guyana needed to expand its global trade, so when a WTCA representative came to Guyana, we started a discussion. Having travelled around the world developing markets for our rum, I know it would have been much easier if DDL was part of a global network. Therefore, we pursued the opportunity to modernize and brand our former headquarters in Georgetown as a World Trade Center. This will give us a global network through which we can interface with 320 cities that are members of the WTCA. As Guyana’s mineral and agricultural sectors develop too, they will need new markets around the world. We want to help Guyanese businesses find those opportunities.
Q: What are the most important values facilitating DDL’S growth?
As a market-driven company, keeping close to our markets and distribution partners enables us to understand our customers’ expectations and needs. And as the first company in Guyana to be ISO certified, we put a high value on international best practices.