At a special event on Wednesday 27 May 2009, the West Indies Rum & Spirits Producers’ Association (WIRSPA) will present a marque of provenance to stakeholders from the Caribbean.
Part of a multi-million euro support fund for the development of the Caribbean rum sector as it seeks to modernise and move from bulk to branded products, the Authentic Caribbean Rum (ACR) marque is a seal of authenticity that supports the promotion of Caribbean rum brands in Europe and is one of the core features of the Caribbean Rum Sector Programme.
The Programme - financed through €70 million provided by the European Community and with €65 million in co-financing from the sector itself - also assists the upgrading of rum distilleries; improvements in waste management and environmental practices and marketing and distribution of Caribbean brands in growth markets.
According to Dr. Frank Ward, Chairman of WIRSPA, €105 million in investment projects have been approved and are being implemented by 23 companies to date, including some €15 million invested in waste management and environmental projects. Of the total investment, approximately €44 million will be provided by grants from the EU.
He said: “This is a clear demonstration of the Caribbean rum sector’s commitment to modernise and operate according to international best practice and a concrete example of regional cooperation arising out of a partnership between the European Union and the Caribbean.
The creation of an Authentic Caribbean Rum marque is one of the main features of the Rum Programme. The Marque not only serves as a visual symbol of provenance and quality, but to also promote the development of Authentic Caribbean Rum as a distinct sector within the rum category. The Marque will assist the distribution and marketing efforts of Caribbean rum brand-owners by raising awareness among the drinks trade and consumers of the diversity and versatility of rums produced in the region.
Neil Morris, Head of Marketing at WIRSPA, said: “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 has been supported with a major marketing campaign in Europe, including trade and consumer press advertising, bartender training, trade and consumer show attendance, plus significant PR support.
For more information visit: www.truerum.com
ENDS
For more information and to arrange interviews and request images, please contact:
Graeme Jackson or Leanne Parsons
True Rum press office
Tel: +44 1179 064 518 / +44 1179 064 522
Email: gjackson@brayleino.co.uk / lparsons@brayleino.co.uk
Editors notes:
The Integrated Development Programme for the ACP Caribbean Rum Sector has provided funding of 70 million Euros from the European Community through a Programme which began in late 2002 and will end in June 2010. The programme is implemented by the West Indies Rum & Spirits Producers’ Association (WIRSPA) on behalf of CARIFORUM – the Caribbean Forum of ACP Caribbean States.
ACP’ stands for ‘Africa, Caribbean and Pacific’. The Caribbean ACP States are 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. They are signatories of successive Lomé Conventions first signed in 1975 between the ACP and the EU and now superseded by the Cotonou Agreement in 2000.
* ACR brands are made in 13 ACP Caribbean territories
Brands promoted under the WIRSPA umbrella include Angostura 5 Year Old, Appleton Estate VX Jamaica Rum, Barbancourt Réserve Spéciale Five Star Rum, Barceló Imperial, Borgoe 8 year old, Brugal Extra Viejo, Chairman’s Reserve, Clarke’s Old Grog, Cockspur Fine Rum, Doorly’s XO, El Dorado 15 Year Old, English Harbour 5 Year Old, Mount Gay Extra Old, Mount Gilboa, One Barrel Refined Old Rum, Sunset Captain Bligh XO Rum, Westerhall Plantation, XM Royal 10 Year Old.
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 with the distillation, export and marketing of rum.
Today's Date is: Thu, 02 Sep 2010 16:08:48
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