Zululand molasses makes sweet success

WHAT was once just a raw byproduct for northern KZN sugar cane farmers has become the prime ingredient for an alcohol beverage currently making waves overseas.

In only two years since Zulu Rum first hit local shelves, the brand has been nominated for the World Rum Awards held in Spain earlier this year and was last week exhibited at leading international exhibition, WorldFood Moscow.

Company Director Clinton Wyness said he is thrilled with the overwhelming outcome of a sudden idea once conceived while driving along the region’s blanketed hills of sugar cane.

‘We had such a great response in Moscow that we had to airfreight more stock over to Russia.

‘We are also in trade discussions with France and the UK – both are very close to be concluded.

‘France became interested when it was nominated for the World Rum Awards.’

In South Africa, it is now stocked in over 180 outlets across KZN and in Johannesburg with sales consultancy ChillDirect appointed to start distributing in Cape Town.

‘We are very excited about that as we can see massive sales potential in the tourist trade and local market in the Western Cape.’

Each month, about 16 tons of molasses from Zululand is used to pump out 6 000 bottles of rum at a distillery in Amanzimtoti.

Looking forward, Wyness said ‘slow and steady will win the prize’.

‘The brand has grown in leaps and bounds, but the main thing is not to grow too quickly that you outstrip your support for the product.

‘It is relatively easy to get the product on the shelves, but the trick is to get it off the shelves and with a small marketing budget you have to grow slowly to be able to support the companies that are supporting you.’

Earlier this year, the company started the first aging process of the rum in barrels.

‘We look forward to putting our first three-year-old aged rum on the market in 2018.

‘But the ultimate goal is to simply have it enjoyed and respected around the world.’