WHEN THE “SANDS” NAME WENT ON THE TRULY BAHAMIAN BEER WAS BORN
Bahamian to the Core When the name “SANDS” went on The #TRUE BAHAMIAN BEER was born
Come Home to Sands You be the man in the boat “Jimmy” Sands
Bahamian from the root
WHEN THE “SANDS” NAME WENT ON THE TRULY BAHAMIAN BEER WAS BORN When the “SANDS” Name was emblazoned onto the label it immediately became without debate, a truly Bahamian Beer.
E
arly records indicate that Jimmy’s great, great grandparents, planters and men of the sea; were industrious, ambitious and huge risk takers who dared to challenge the prevailing winds of the economic tides of their life time: Wrecking, Sponging, Boatbuilding, and Bootlegging.
J
ames “Jimmy” Sands can trace his family’s arrival in the then colony of the Bahama Islands all the way to the Eleutherian Adventurers in the 17th century. The Sands family now scattered all over the Commonwealth of The Bahamas knows where its navel string is buried.
THE SANDS STORY By: Felicity Ingraham
When a product is backed by a strong family legacy with a passion for country, it shines through; and in the case of Sands beer, it is evidenced by smooth, refreshing flavor profiles that make it distinctly Bahamian. Everything about Sands beer is 100 per cent Bahamian - from the water which is sourced from the fresh springs of Grand Bahama, to its ownership and employment base, to the entire operation, adequately named Bahamian Brewery & Beverage Company.
This is a product built on Bahamian dreams and backed by a Bahamian family committed to its role, not only in producing a “truly Bahamian beer”, but its role in nation building. For James “Jimmy” Sands, these dreams were birthed in the very best atmosphere. People from all over the world come to The Bahamas to experience the soul-changing combination of a perfectly warm sunshine, beautiful white sand, and crystal clear sea. It was while relishing in these attributes of his country, literally laying on the beach, that Jimmy was hit with the inspiration to create the most refreshing beer.
The beers that were imported were generally skunky and heavy. He wanted to make something that was more suitable to the Bahamian palate, more fitting for our laid-back atmosphere, and something that was fresh and easy. What’s even better, Jimmy devised a beer that would suit any occasion, and that is evidenced by the affection shown by locals and visitors who take in the sun, sand and sea… with a Sands beer! The firm foundation set before him by his father, Everette Sands, coupled with the enthusiasm of two of his children currently invested in the vision of his company, propels Jimmy Sands to unprecedented success in the world of beverages in The Bahamas. “Knowing the palate of the Bahamian people including myself, we formulated a beer to meet those requirements. It’s a first class beer. I knew I only had one crack at this thing. It had to be right the first time,” he said. The Bahamian Brewery is now in its tenth year of existence and is experiencing massive growth and record expansion. The brewery opened in Grand Bahama in 2007 after two years of planning and construction, with the blessing of the Grand Bahama Port Authority and the Government of The Bahamas. The initial budget was $10 million, however $15 million was spent at inception, and that investment has doubled over the past few years.
It sits on twenty acres of prime land and is located at the intersection of Queen’s Highway and Grand Bahama way and has enough space for continued expansion, showing the vision that Jimmy Sands has for the lager which has become the local favorite. The company started off with a 40,000 square foot facility and in ten years, has grown over a 100,000 square foot space, which Jimmy calls “quite an impressive growth in these trying times”. The brewery keeps outgrowing itself positively, and its now in its fourth phase of expansion in just a decade. More equipment has been added to the facility and the latest investment of $2 million provides the company with the warehouse space it needs to maintain its customer demands. Sands says it’s growth that they have been “pleasantly forced into”. Owned and operated by 100 per cent Bahamians, the facility began with 14 employees, but now employs 120 persons. Even more Bahamians are impacted indirectly through the company. Having chosen Grand Bahama, the nation’s second city as its home, shipping and freight plays a major part in its operations. From the bottle collectors to restaurants and bars, the Bahamian economy has been positively impacted by a company whose vision is to stand as a beacon of Bahamian ownership in this industry.
To date, it has no rival in terms of being authentically Bahamian in an out. Every aspect of the company is powered by Bahamians and unlike other companies, 100 per cent of its profits are retained in the country. “It is very important to invest in Bahamian businesses,” says Sands. “I don’t plan to go and live anywhere else. My suitcase is not under the bed. I don’t have any place to go.” His father added: “The money that has been put into this brewery, we didn’t get any of it from abroad. It’s all from the Bahamas; and if we make any money, it stays here, making a favorable impact on the economy.” Jimmy Sands showed his keen business sense by placing some of his father’s former employees in strategic positions in his new company. They all saw the success of Butler & Sands under Everette, his sons James and John, and a vibrant team of 225 employees. Jimmy greatly missed the people he worked with and they were all elated to return immediately upon his offer.
TO BE CONTINUED...
COME HOME TO SANDS