New Caribbean rum campaign goes live

authentic caribbean rumA new campaign to promote Caribbean rums through bars in the UK and internationally has been launched today (October 8) by the West Indies Rum and Spirits Producers’ Association (WIRSPA).

It will raise awareness of the “Authentic Caribbean Rum” (ACR) marque which is a symbol of provenance and quality for rums made in 15 Caribbean countries that have agreed to adhere to quality control and production standards.

WIRSPA is launching the campaign via a stand at this week’s Bar Convent show in Berlin (stand number A14 in hall 3), which is on October 8 and 9.

It follows the first ACR campaign that ran from 2008 to 2010 before European funding ran out. This time, with a smaller budget, it is focusing its activity on the on-trade in the UK and the rest of Europe, the US and Canada.

An international panel is responsible for creating and delivering a training programme to educate bar staff and other trade professionals. It includes mixologist Amit Sood, head of professional training at UK training and events company Shaker, mixologist Andrew Nicholls of global bartender network Barchaeology, and bartender Bastian Heuser, co-founder of trade show Bar Convent in Berlin.

Others are Gegoire Erchoff, who has 20 years of bartending experience in France, Miami and New York, Daniele Biondi, the founder and CEO of Rum Club Italiano and a spirits consultant, and Miguel Figueredo, a consultant and bartender with experience in Spain, Germany, the Netherlands, New York, Puerto Rico and the Dominican Republic.

The campaign covers rums from ACP Caribbean – the region of territories and countries governed by Africa, the Caribbean and Pacific: Antigua and Barbuda, The Bahamas, Barbados, Belize, Dominica, Dominican Republic, Grenada, Guyana, Haiti, Jamaica, St Kitts-Nevis, St Lucia, St Vincent and the Grenadines, Suriname, Trinidad and Tobago.

WIRSPA head of marketing Neil Morris said: “I am delighted that we are able to continue the work started in support of this great range of rums.

“There is huge diversity and quality in rum from the ACP Caribbean so promotion of the Authentic Caribbean Rum marque and carrying the message to international professionals is an exciting task for all of us.”

Previous Angelica, Leeds
Next Industry news round-up: October 7, 2013