Rum expansion programme on the cards
From left: Prime Minister Freundel Stuart; Minister of Housing, Lands and Rural Development, Denis Kellman; Minister of Industry, Commerce, International Business and Small Business Development, Donville Inniss; Leader of the Opposition, Mia Mottley; and Director of the Barbados Museum and Historical Society, Alissandra Cummins, toast the new Mount Gay’s Commemorative 50th Anniversary XO Cask Strength Limited Edition Rum.
THE Freundel Stuart-led Administration is working closely with a number of stakeholders to initiate a rum expansion programme.
Prime Minister the Right Honourable Freundel Stuart spoke about this programme yesterday morning at the launch of Mount Gay’s Commemorative 50th Anniversary XO Cask Strength Limited Edition Rum, at the St. Lucy Distillery. He said the modernisation and restructuring of the industry has become necessary, especially in light of the cessation of the Rum Protocol under the Lomé Convention, and the liberalisation of quotas, which signalled the end of duty-free access on imports of bulk rum from the African, Caribbean and Pacific Group of States to the European market.
With that in mind, he said that the expansion programme is aimed at the conversion of a significant throughput of bulk rum to the branded product on the one hand, and on the other to engage the stakeholders in a strategic partnership to expand the market share of the local brands in the hospitality sector.
This expansion programme, he said, consists of three components – the Geographic Federation of Barbados’ rums supported by a Barbados Rum Marque, which becomes a certifying seal of approval and the development of a strategic repositioning of the industry to incrementally convert bulk rum to primarily branded rum. Additionally, he said, the programme will also consist of an ongoing promotional campaign in the tourism sector to secure Barbados Rum Brands as a “spirit of choice” across hotels and bars.
“Barbados rum is unique: no other spirit can boast of such a rich and diverse heritage. Our rums are the products of a craft developed and refined over centuries and of a history intertwined with trade and steeped with the spirit of discovery. Barbados and the region must forge ahead to retain their position as world-renowned producers of rum,” he added.
Stuart made the point as he noted that there are challenges to the sector, including the need for investment to implement a sustained and integrated local, regional and international marketing campaign.
“We have proven that we are competitive when the playing field is level. We therefore express our concern that in recent times the competitiveness of locally produced rum in international markets has been challenged considerably, as producers are forced to compete with heavily subsidised spirits produced in Puerto Rico and the US Virgin Islands, through the United States cover over grant,” he said.
PM Stuart stated that while the granting of this subsidy has adversely affected Barbados’ rum industry and has contributed to the decline in the export of rum to those US territories, the local industry is determined to show its ability to adapt and maintain its place in the markets of the world.
“Barbados is fortunate to be home to many national brands that are some of the world’s finest rums. Our island has established an unprecedented heritage by shaping the global history and evolution of rum. We have the history, the heritage, the global awards and accolades: now we must establish the value of rum as an integral part of Barbados’ heritage through branding.”
Stuart added that he is proud that Barbados’ rum production is an example of best practice in the global industry, of innovation and of culture, and is a precious and priceless asset owned by all Barbadians. “Barbados Rum is more than just rum, more than just a collection of leading brands and much more than a means of increasing sales and exports,” he noted.
Barbados rum, he said, has played an important part in our history and the consistency in quality and taste of our rum is recognised globally, especially in large markets such as Europe and North America. With that in mind, he said Barbados must proudly take ownership as the internationally recognised ‘Home of Rum’, as Scotland has become known for whisky, as France for champagne and cognac, and Jamaica for Blue Mountain Coffee. (JRT)
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