Global campaign launched to promote Authentic Caribbean Rum

The West Indies Rum and Spirits Producers’ Association (WIRSPA) is embarking on a major international marketing campaign to promote its Authentic Caribbean Rum (ACR) Marque.

The ACR Marque is designed to be a symbol of authenticity, provenance and quality for rums within the WIRSPA family

The ACR Marque, which acts as a “sign of authenticity, provenance and quality” for rums produced in 15 Caribbean countries that adhere to a set code of quality and production, will be the centre of an educational campaign due to roll out across Europe, the US, Canada and other international markets.

Unveiled at Bar Convent Berlin, which takes place this week, the ACR Marque will be supported by a campaign developed by a group of European communications agencies, and include training, events and PR activity.

To aid the campaign, WIRSPA has appointed an international panel who will be responsible for creating and delivering the educational programme around the world.

On the panel are Bastian Heuser, co-founder of Bar Convent Berlin; Gegoire Erchoff, bartender; Andrew Nicholls, co-founder of Barchaeology; Daniele Biondi, founder of Rum Club Italiano; Miguel Figueredo, bar consultant and writer; and Amit Sood, bartender, trainer and consultant.

Neil Morris, head of marketing for WIRSPA, said: “There is huge diversity and quality in rum from the ACP (Africa Caribbean and Pacific) Caribbean, so promotion of the Authentic Caribbean Rum Marque and carrying the message to international professionals is an exciting task for all of us.”

There are currently 16 licensed companies operating with the ACR Marque, including Angostura, Antigua Distillery, Barcélo, Brugal, Mount Gay and J Wray and Nephew.