I don't like label design of OP rum. If you love rum and can spend some extra money, I strongly recommend you to buy Bounty in town. Supermarket all over the world is entertaining place. Big supermarket like Morris Hedstrom are there in Fiji. The goods made in Fiji is not so many, but local people use it.
Communal market reflect life of local people.
Because vegetables are main, it's not good place to buy souvenir. There are some souvenir shops in the market at some towns. This place might be more attractive than daily activities in resort hotels.