The West Indies Rum & Spirits Producers' Association (WIRSPA) has unveiled a 'marque of provenance' to support and promote Authentic Caribbean Rum (ACR) brands.
The marque will also be used to promote the development of Authentic Caribbean Rum (ACR) 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, of Authenntic Caribbean Rum, Matured Authentic Caribbean Rum and Deluxe Authentic Caribbean Rum, based on maturation and premium positioning.
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 sector within the 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.
Want more stories delivered to your inbox?
