Imperial Brands is now handling the rum brand in the US and Canada

Imperial Brands is now handling the rum brand in the US and Canada

Imperial Brands has agreed a deal to handle rum brand Sammy’s Beach Bar in the US and Canada.

The Florida-based importer, a subsidiary of French wine and spirits group Belvédère, took on “all sales responsibility” for the 40% abv “premium” white rum, owned by musician Sammy Hagar, at the start of this month. Financial details of the tie-up were not disclosed. 

Sammy’s Beach Bar Rum retails for US$21.99 per 75cl bottle. 

Hagar, a former lead singer of rock band Van Halen, said: “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.”

The venture is Hagar's second dip into the alcohol industry having founded Tequila brand Cabo Wabo in 1996, before he sold an 80% stake to Gruppo Campari for US$80m in 2008.