The West Indies Rum & Spirits Producers' Association (WIRSPA) has created a new "badge of quality" for rum as the body looks to boost sales of golden Caribbean rum in the UK, Spain and Italy.

About €10m will be invested in the promotion of the new mark across the three markets, with €4m earmarked for the UK from now until the end of 2009.

"Rum is poised for growth," said Neil Morris, head of marketing at WIRSPA, which owns brands such as Cockspur, Mount Gay and Appleton.

"It's been slowly growing in popularity in top-end bars and restaurants and now is the time to take it to a wider audience."

Morris said he hoped the badge would be seen as a symbol of quality and provenance and help boost the development of Caribbean rum as a sub-sector of golden rum.

A three-tier classification system based on ageing has been designed to reflect the distinct distillation, maturation and blending processes involved.

The entry-level Authentic Caribbean Rum mark can be used by any WIRSPA blended golden rums from the region.

Matured Authentic Caribbean Rum can be used by rums that have been aged for at least one year and the Deluxe Authentic Caribbean Rum mark by rums matured for a minimum of five years.

"Age is a big factor in spirits but in the Caribbean climate spirits age much faster than they do in cooler places," said Morris. "The plus side of this is a far greater and broader range of rums available for blending. The downside is that consumers think a 12-year-old whisky or cognac must be better than a five-year-old rum because it's older, but that isn't the case."

The marketing campaign for the mark will focus on the versatility of Caribbean golden rum, pushing long drinks such as rum and ginger cocktails and aperitifs as well rum on its own as a sipping drink or digestif. "Rum has a huge appeal and there is a rum or two for everyone," said Morris.

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