Quality marque promotes rums
The West Indies Rum & Spirits Producers' Association has revealed
details of its campaign to promote Caribbean rum.
Running under the
Authentic Caribbean Rum Marque, it includes marking bottles with an internationally-recognised stamp to
show the product is
and meets quality standards.
There will be three versions of the marque, based on each brand's maturation length and premium positioning.
Products that are a blend of
rums will display a black and white version of the marque, while a silver and black version will be used on brands that have been matured for a minimum of one year, with the logo featuring the word
"matured " and an image of three barrels.
A gold and black
deluxe classification will be used on brands that have been matured for a minimum of
five years, which will be indicated by the image of five barrels.
Head of marketing Neil Morris said: "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 marque will 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 promotion will be supported by a major marketing campaign that includes ads in trade and consumer press, PR activity, bartender training
and attendance at trade and consumer shows.
Brands available in the UK that will display the logo include Angostura 1919, Appleton Estate VX Jamaica Rum, Barbancourt Réserve Spéciale Five Star Rum, Cockspur Fine Rum, Doorly's XO and English Harbour 5 Year Old.