DEMERARA DISTILLERS DEBUTS EL DORADO RUM IN U.S.

National Distribution Slated for Late 1999


MIAMI, FL-(July 19, 1999)-Demerara Distillers Limited, one of the world's leading producers and exporters of premium aged rums, will be introducing its flagship El Dorado brand rums in U.S. markets by the end of 1999.

Headquartered in Georgetown, Guyana, Demerara has established an import office in Miami to oversee the distribution, sales, and marketing of El Dorado rums, coast to coast. El Dorado is already one of the most popular brands of rum on the market throughout the Caribbean, Latin America and Europe. With its sights set on expansion,Demerara is now focusing on capturing a significant share of the lucrative U.S. market.

According to Kamal Samaroo, of Demerara Distillers, USA, rum is one of today's fastest-growing categories within the distilled spirits industry because of its variety and versatility. "With rum gaining in U.S. popularity," says Samaroo, "this is the ideal time to launch El Dorado stateside." Samaroo adds, "Initially, we'll reinforce our national trade campaign with consumer advertising and promotions that target the top U.S. rum markets. From there, we'll extend our consumer campaign to other major markets across the country."

Founded in 1670, Demerara Distillers boasts almost three-and-a-half centuries of experience in the art of distilling rum. The El Dorado brand includes both premium and popularly priced rums. At the top of the premium line-up is El Dorado Special Reserve, aged 15 years, and El Dorado Superior Demerara Rum, which is aged 12 years, followed by El Dorado Five Year Old Demerara Rum. Also produced under the El Dorado trademark are El Dorado Superior White Rum, Golden Rum, Dark Rum and spiced rum.

To achieve the superb color, smooth taste and full-bodied aroma for which the El Dorado brand is known, Demerara Distillers controls every stage of rum production. From research and product development to blending, bottling and packaging, all activities are overseen at the company owned and operated plant in Demerara, Guyana in order to maintain strict quality control standards.

El Dorado premium rums are matured in 45-gallon oak casks in a perfect natural climate for aging - within six degrees of the equator on the tropical north coast of South America. These ideal conditions, combined with the distilling craftsmanship fine-tuned over more than 300 years, produces a superior product boasting skyrocketing sales in all major El Dorado markets.

El Dorado Rums will be available in the United States wherever fine spirits are sold by the end of 1999.

For further information on El Dorado distribution in the U.S. call Demerara Distillers, USA at (305) 673-2870.