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Sammy’s Expands

Sammy’s Beach Bar Rum And Imperial Brands strike a strategic new national sales partnership.


imageImperial Brands, the US importer and marketer of Sobieski Vodka, announced today that they have signed an agreement with Sammy Hagar’s newest premium spirit, Sammy’s Beach Bar Rum. Under the terms of the agreement, which took effect February 1st, Imperial Brands will assume all sales responsibility in the US and Canada for the Rock & Roll Hall of Fame artist and entrepreneur’s award-winning premium silver rum.

“Our agreement with Sammy combines two powerhouse organizations to give consumers exactly what they want today in premium rum,” said Chester Brandes, CEO of Imperial Brands. “Judging by his success with Cabo Wabo, Sammy knows how to create and market great brands, and with our recent success at bringing Sobieski Vodka to a million cases faster than any other marketing and sales organization, this partnership is a win for everyone.”

“I couldn’t be more excited about working with Imperial Brands,” said Sammy Hagar. “Together, we’ve got a team in place with a proven track record of success – and we’re all excited to take Sammy’s Beach Bar Rum to a national audience.”

After successfully conquering the tequila market with the Cabo Wabo brand, Sammy Hagar, a part-time Maui resident, maintained his “act local” philosophy, partnering with Mark Nigbur, one of Hawaii’s finest Master Distillers and Stephen Kauffman, to create a world-class premium silver rum made from Maui-grown sugar cane. Sammy’s Beach Bar Rum (40% ABV) retails for $21.99 for a 750ml. Additional information may be found at