NASSAU, BAHAMAS — John Watling’s Rum is entering the United Kingdom through a new distribution agreement, expanding the Bahamian brand’s international reach beyond the United States, where it is already sold through Total Wine & More.
John Watling’s Distillery, Ltd. has signed an agreement with Lexir UK Ltd. for the brand’s first commercial distribution in the UK. The company is completing changes to its labels and packaging to meet UK and European regulatory requirements and expects its first commercial shipment in October 2026.
“This is an important milestone for John Watling’s and for our ambition to build a Bahamian brand with a meaningful international presence,” said Jose Portuondo, Managing Partner of John Watling’s Distillery. “From the day we filled our first barrel, our ambition has been to produce rums that could proudly represent The Bahamas on the world stage. Entering one of the world’s most established spirits markets is another step towards achieving that vision.”
The move follows a series of international honours for JOHN WATLING’S Paradise Rum in 2026: a Gold Medal from the Beverage Testing Institute in Chicago, Two Stars from the International Taste Institute in Brussels, and Silver Medals from the International Wine & Spirit Competition in London and the USA Spirits Ratings in San Francisco. Forbes also recognised Paradise among the world’s best rums.
“International recognition tells us that the quality can compete,” Portuondo said. “Distribution gives us the opportunity to turn that recognition into international business.”
Portuondo said the company’s goal extends beyond sales abroad.
“Our objective goes beyond exporting rum,” he said. “We want to demonstrate that products created in The Bahamas can compete internationally and that Bahamian brands can earn their place in major global markets.”
The company said the expansion highlights opportunities for Bahamian exporters under the CARIFORUM–UK Economic Partnership Agreement, which provides preferential access to the UK market for qualifying goods.
“I will be delighted to see John Watling’s served and available for sale in the United Kingdom,” said British High Commissioner to The Bahamas Smita Rossetti. “The CARIFORUM–UK Economic Partnership Agreement creates real opportunities for Bahamian businesses exporting to the United Kingdom and it is wonderful to see a Bahamian brand using it to enter the UK market.”
John Watling’s is also partnering with The Victoria League for Commonwealth Friendship in London to bring Bahamian rum and hospitality to UK and Commonwealth audiences. The brand participated in activities surrounding King Charles III’s Coronation at Westminster in 2023.
“For us, entering the UK is about more than opening another market,” Portuondo said. “It is about building on long-standing connections and sharing something distinctly Bahamian. Every bottle of JOHN WATLING’S carries a little liquid sunshine from The Bahamas.”
Nassau & Paradise Island Promotion Board CEO Joy Jibrilu said the rum’s availability in the UK will give the board a Bahamian product to feature at travel and trade events.
“We have already seen the power of Bahamian food and drink to promote the destination through the success of Ainsley’s Taste of The Bahamas,” Jibrilu said. “Having JOHN WATLING’S available in the United Kingdom gives us another authentic way to share the taste, culture and hospitality of Nassau and Paradise Island.”
“That is where exports and tourism reinforce each other,” Portuondo said. “Whether you discover JOHN WATLING’S in Nassau or London, every bottle becomes an ambassador for The Bahamas.”
John Watling’s Rum is produced at the historic Buena Vista Estate in downtown Nassau. Since opening at the 230-year-old estate in 2013, the distillery has welcomed more than one million visitors.
