UK: WIRSPA unveils rum "marque of provenance"

[Edward Hamilton]

I received the following from Neil Morris of WIRSPA. I hope you find it informative.


The Authentic Caribbean Rum Marque is intended to promote rum from participating countries – the ACP Caribbean (Antigua & Barbuda, the Bahamas, Barbados, Belize, Dominica, the Dominican Republic, Grenada, Guyana, Haiti, Jamaica, St. Kitts Nevis, St. Lucia, St. Vincent & the Grenadines, Suriname, Trinidad & Tobago). It is a registered trade mark belonging to WIRSPA and is to be used for the benefit of its members.

For a rum to qualify to use the marque it must be 100% fermented and distilled in an ACP Caribbean territory and in the first instance will be licensed for use on brands indigenous to the region. In the future, the Board of WIRSPA may consider applications from companies situated outside of the ACP Caribbean providing the brand content can be demonstrated to be of 100% ACP Caribbean origin.

As the attached press release states, the proposed structure envisages 3 tiers though this has yet to receive final ratification from the WIRSPA Board.

I trust that you find this clarification and the attached press release helpful. I look forward to seeing you again at this year’s London Rumfest.


Kind regards,

Neil Morris
West Indies Rum & Spirits Producers' Association Inc.
Equity Building, Lower Collymore Rock,
St. Michael, BB 11115, Barbados, W.I.






Below is their press release of April 2008

PRESS RELEASE

WIRSPA launches Authentic Caribbean Rum marque

The West Indies Rum & Spirits Producers’ Association Inc. (WIRSPA) has unveiled a marque of provenance to support and promote Authentic Caribbean Rum (ACR) brands.

The marque will not only serve as a visual symbol of provenance and quality, designed to help trade and consumers identify ACR brands, but it will also be used to promote the development of Authentic Caribbean Rum as a distinct sector within the rum category.

Geography, tradition and heritage are all common factors for rum production in the Caribbean, however, individual ACR brands have distinctive processes of distillation, aging and blending. To reflect these distinct processes, it is planned that the marque will incorporate a three-tier classification system based on maturation and premium positioning.

Authentic Caribbean Rum

In order to qualify at this level, products must be produced from sugar cane juice or molasses within the ACP Caribbean region. Products in this classification must achieve accepted industry standards of product quality and may be a blend of different rums to produce the desired characteristics. It is proposed that products at this level would be permitted to display a black and white version of the marque.

'Matured' Authentic Caribbean Rum
A silver and black version is planned for products that achieve the base level but have also been 100% matured for a minimum of one year. These products may be blended with much older rums in order to produce products of depth, complexity and character. This classification is planned to bear the word 'Matured' and display
three barrels.

'Deluxe' Authentic Caribbean Rum
A gold and black 'Deluxe' classification is planned for qualifying brands that have been 100% matured for a minimum of 5 years. Products in this category reflect the true artistry of the master blender in each company. Products are likely to be blended from a wide palette of aged rums in differing styles. Many will be older but all will aged for a minimum of 5 years. This classification is planned to bear the word 'Deluxe' and display five barrels.

Neil Morris, Head of Marketing at WIRSPA explains: “The Caribbean is the recognised ‘home’ of rum and offers a hugely diverse range of brands. With the popularity of rum increasing year on year, there is no doubt that consumers are not only looking to explore brands, but are also seeking some help in the selection process. The new ACR marque will, we believe, help meet both these objectives, while also helping to give further weight to the development of a distinct Authentic Caribbean Rum category.”

The new marque will be supported with a major marketing campaign including trade and consumer press advertising, bar tender training, trade and consumer show attendance plus significant PR support.

ENDS

Editors notes:

* ACR brands are made in 15 Caribbean territories: Antigua and Barbuda, The Bahamas, Barbados, Belize, Dominica, Dominican Republic, Grenada, Guyana, Haiti, Jamaica, St Kitts and Nevis, St Lucia, St Vincent and the Grenadines, Suriname, Trinidad and Tobago.

ACP’ stands for ‘Africa, Caribbean and Pacific’. The ACP States are the countries shown above and are signatories of the Lomй Convention signed in 1975. This was superseded by the Cotonou Agreement in June 2000.

Brands under the WIRSPA umbrella include Angostura 1919, Appleton Estate VX Jamaica Rum, Banks 10 Year Old XM Royal Gold, Barbancourt Rйserve Spйciale Five Star Rum, Barcelу Imperial, Borgoe 8 year old, Brugal Extra Viejo, Chairman’s Reserve, Clarke’s Old Grog, Cockspur Fine Rum, Doorly’s XO, English Harbour 5 Year Old, El Dorado 15 Year Old, Macoucherie Red, Mount Gay Eclipse, Mount Gilboa, One Barrel Refined Old Rum, Rum Bar Rum, Sunset Captain Bligh Rum, Westerhall Plantation. N.B Only rums shown in Bold are currently available in the UK

The West Indies Rum and Spirits Producers’ Association Inc. was founded in the late 1960s and is an association of national associations of rum producers in the Caribbean. Based in Barbados, WIRSPA was originally set up to promote and protect the interests of members concerned in the distillation, export and marketing of rum.

[Rum Runner]

Thanks for passing along that information from Neil.

[Hank Koestner]

Thanks for the info. This will be interesting.