UK: WIRSPA unveils rum "marque of provenance"

[Edward Hamilton]

28 April 2008 | Source: just-drinks.com editorial teamThe West Indies Rum & Spirits Producers Association (WIRSPA) has readied a new "marque of provenance" for rums from the Caribbean.
The trade body, which represents spirits producers, including Angostura, Mount Gay and Brugal & Co., from 15 Caribbean territories, unveiled the marque late last week.
The marque will be used as a "visual symbol of provenance and quality, designed to help trade and consumers identify" brands from represented producers, the association said.
Following the launch of the logo, the WIRSPA is hoping to introduce a three-tier classification system for its members' rums. A black and white version of the marque will appear on 'Authentic Caribbean Rum', produced from sugar cane or molasses within Africa, Caribbean and Pacific region, while a silver and black version would be used on rums from the region matured for a minimum of one year. A gold and black certification will signify 'Deluxe Authentic Caribbean Rum', for rums matured for five years or more.
"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," said Neil Morris, WIRSPA's head of marketing. "The new ACR marque will, e 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 logo will be backed by a marketing campaign, initially in the UK, including trade and consumer press advertising, bartender training and PR support. The campaign, which will cost EUR10m (US$19.9m) between now and 2009, will also spread to Italy and Spain in the coming months.

[Rum Runner]

I'm glad to see it moving ahead... It's a start.

[JMac]

Would the Caribbean region for the marque include South America as well. I was wondering how Pampero or Diplomatico would fit in (if they do).

[Paulipbartender]

Venezuela isn't included in the campaign, but Guyana and Suriname are

[Hank Koestner]

This will be interesting to see as it unfolds.

[Paulipbartender]

I've had 3 calls from the Drink press in the last week, each of them asking me to add fuel to the fire of debate around the ACR marque.

"Is establishing an AUTHENTIC Caribbean marque intended to denigrate those not included in the campaign?"

I've thrown out my thoughts, but I'd be very interested to hear the views of the MORummers

[Dood]

I'm rather ambivalent on the subject. I can see some good coming out of this, but I don't particularly care about it.

[Edward Hamilton]

I've been hearing rumors about this for several years. I'd be interested in having someone who in charge of the new marque explain to this forum the goals and direction of this new marque.

Here are a few of the questions I've been asked:

Are all of the distillers from the included countries automatically qualified to put the new marque on their products?

What does this cost the participating distillers?

What are the requirements for a product to carry the new marque?

If I buy rum from a WIRSPA distillery and bottle it in another country, can I use the new marque?

Where did the ~$20 million for marketing this new marque come from?

Can more distillers join this party?

If you can answer the above questions feel free to contact me and I'll make all of your answers public on the most-viewed forum about rum on the internet.

[Rum Runner]

A great idea Ed...I hope someone from WIRSPA does step forward to shed some light.

There is a fair amount of info on the subject on the net. However much of it is quite disjointed and dry, to say the least.

This is a major undertaking for the Caribbean Countries involved.

The overall project between CARIFORUM and the European Union is quite large and expansive..including infrastructure improvements, as well as the identification of major trade categories with the end to bring to them a higher level of consumer awareness through quality assurance. This includes aluminum, rum, bananas and rice.

Here (http://ec.europa.eu/development/body/publications/courier/courier198/en/en_023.pdf) is a link (in pdf format) to an older but very concise explanation of the part of the agreement as it pertains to rum.

I look forward to learning more.

[Paulipbartender]

I've been hearing rumors about this for several years. I'd be interested in having someone who in charge of the new marque explain to this forum the goals and direction of this new marque.

Here are a few of the questions I've been asked:

Are all of the distillers from the included countries automatically qualified to put the new marque on their products?

What does this cost the participating distillers?

What are the requirements for a product to carry the new marque?

If I buy rum from a WIRSPA distillery and bottle it in another country, can I use the new marque?

Where did the ~$20 million for marketing this new marque come from?

Can more distillers join this party?

If you can answer the above questions feel free to contact me and I'll make all of your answers public on the most-viewed forum about rum on the internet.

Ed,

I know the answers to some of your questions as we've been involved with WIRSPA for some years, although we have no official role. It's worth me stating I'm not speaking on their behalf or attempting to represent them........

If I buy rum from a WIRSPA distillery and bottle it in another country, can I use the new marque? - No. As I understand it you have to have your head office registered in one of the member countries. Elements Eight for example cannot join.

Where did the ~$20 million for marketing this new marque come from?
http://www.landofsixpeoples.com/news301/ns30122.htm
The Caribbean governments campaigned and successfully won a 70m euro development grant from the EU to support export businesses - and rum was selected as the industry to invest in. As I understand it, the bulk of the money has been used internally by the distillers to modernise and improve infrastructure etc with 10m euros set aside for the marketing campaign above. Also the distillers have been able to claim marketing support for their activities in Uk, Spain and Italy - they can claim back 50p for every pound spent - from the development fund.

I'll wait for someone from WIRSPA themselves to answer the big questions. Basically, it's a big-damn EU tax dollar funded rum-party, and the Caribbean has been invited!

[Edward Hamilton]

I've also been contacted by more than a few people who've made proposals to share in the spoils of this Caribbean rum party. And I've heard a lot of conflicting stories.

If having a head office in the Caribbean is a criteria, I'm not clear how that authenticates the rum, but I'm certainly willing to listen to answers.

[Hank Koestner]

It would be nice to have some sort of standard, and some good can come from this. But as always, when there is a lot of money involved it can make you suspect. It seems there are many questions to be answered. I hope politics does not leave some rum producers by the wayside. In the mean time, the world of our favorite spirit has just gotten much more interesting.
I don't think it will change my outlook much, as my opinion will rest with what is in my glass. I just hope in the long term is does not affect the availabilty of some rums.

[JMac]

It would be nice to have some sort of standard, and some good can come from this. But as always, when there is a lot of money involved it can make you suspect. It seems there are many questions to be answered. I hope politics does not leave some rum producers by the wayside. In the mean time, the world of our favorite spirit has just gotten much more interesting.
I don't think it will change my outlook much, as my opinion will rest with what is in my glass. I just hope in the long term is does not affect the availabilty of some rums.

I agree that its whats in the glass that counts. Long term I hope this marque doesn't force out smaller distilleries in terms of marketing and market share. Even worse would be that, in order for it to join, a smaller distillery might have to conform to a common standard and thus lose the distinctness of their rum.

Is anyone aware of what the exact criteria are for receiving the marque?

[Rum Runner]

The Managing Director of Mount Gay is Dr. Frank Ward. He is also the Chairman of WIRSPA.

Perhaps one of you gent's "in the know" could persuade one of the good Doctor's seconds to provide insight?

[Rum Runner]

I agree that its whats in the glass that counts. Long term I hope this marque doesn't force out smaller distilleries in terms of marketing and market share. Even worse would be that, in order for it to join, a smaller distillery might have to conform to a common standard and thus lose the distinctness of their rum.

Is anyone aware of what the exact criteria are for receiving the marque?

Good questions J. Since this effort is aimed mainly at the European market, I presume that producers with an interest in that market will participate..big or small. Given the historical influence of Europe to many of the Islands here this seems natural.

I don't see Ron del Barillito or Serralles from Puerto Rico going by the wayside because they don't join as "associate" members. Cuba will hardly fade from the picture also.

The only conformation I can find so far is that the rum be made from sugar cane juice or by-product and (I believe) that the product be made and bottled in the country of origin to obtain the ACR Marque. I am open to correction on my interpretation.


From what I have gleened the whole gambit here was in response to the 1996 Most Favored Nation trade agreements with the EU and Mexico, Venezuela, and Brazil. Amongst other things, "white spirits" trade was liberalised within these countries, which gave rise to concern the Caribbean Nations, in that their '"white spirit" was not given an equal status.

I am not in favor of economic abuse of any kind, and I do not see this as such.

I think the Caribbean stepped up to the plate and said "What's good for the goose is good for the gander".

[Paulipbartender]

I have passed the thread onto some of our WIRSPA chums and a message this morning promises they'll pen a reply.

[Rum Runner]

I have passed the thread onto some of our WIRSPA chums and a message this morning promises they'll pen a reply.


Thank you Paul. A tip of the hat to you.

[JMac]

Thanks for the follow up info Rum Runner; hopefully with the financial support and backing of the EU, Mexico, etc, Caribbean rums will have an easier time breaking into the North American market (especially the west coast of Canada).

The Maritimes have a along history of rum trade with the Caribbean and I sincerely hope it does spread westward.

Does anyone think that membership in the marque will ultimately lower rum prices at local stores? (I'm thinking of a setup similar such as Costco where large membership lowers buying price)

[Hank Koestner]

Thanks Paul for the effort on getting the skinny.

[Rum Runner]

Thanks for the follow up info Rum Runner; hopefully with the financial support and backing of the EU, Mexico, etc, Caribbean rums will have an easier time breaking into the North American market (especially the west coast of Canada).

The Maritimes have a along history of rum trade with the Caribbean and I sincerely hope it does spread westward.

Does anyone think that membership in the marque will ultimately lower rum prices at local stores? (I'm thinking of a setup similar such as Costco where large membership lowers buying price)

It's unclear to me if it will make any difference at all in the North American market as the marque and the marketing of it is aimed at Europe. My feeling is that lowering of prices is unlikely.

[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





http://www.ministryofrum.com/images/wirspa.jpg
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 (http://en.wikipedia.org/wiki/Lom%C3%A9_Convention) signed in 1975. This was superseded by the Cotonou Agreement (http://en.wikipedia.org/wiki/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.