In anticipation of increased demand for a variety of products during the America’s Cup, one of the island’s leading wholesalers is to assist with the distribution of two famous brands, Coca Cola and Heineken.

Butterfield and Vallis is also looking for temporary permission to bring fresh milk to Bermuda to meet expected orders from mega yachts attending the sailing competition in May and June.

Logistical planning is being fine tuned in the countdown to the international event that is expected to brings tens of thousands of extra visitors to the island.

John Barritt and Sons Ltd is the island distributor of Coca Cola, while Burrows Lightbourn Ltd handles Heineken. Both continue to be the official distributors of the products in Bermuda. However, with a big upswing in demand expected during the America’s Cup, Butterfield and Vallis is lending a hand with distribution.

Such co-operation between distributors happens on an ad hoc basis as required, explained Alun Hughes, general manager at Butterfield and Vallis.

“It’s something that we do when there are large ships visiting. It suits the customers,” he said.

During a five or six-week period around the America’s Cup, the company will assist with distributing Coca Cola and Heineken to visiting mega yachts. The arrangement will streamline deliveries to the yachts, reducing the need for multiple distributors to visit the same customer.

Mr Hughes said: “In our discussions with the guys doing the provisioning for the mega yachts, it is clear it is going to be quite a demand for the distributors in Bermuda.

“With the yachts we will do our regular distribution deliveries and also Coca Cola and Heineken.

In addition, Butterfield and Vallis is in discussions with the Bermuda Government to secure temporary permission for the importation of fresh milk during the America’s Cup, when demand is expected to exceed the usual availability of milk.

“The island has a limited supply during the summer months, and doing this will allow the limited milk on the island to be used by islanders.”