EU nod for move by rum makers
The campaign to support the Authentic Caribbean Rum (ACR) Marque has received high praise from the European Union (EU) following extensive review of its achievements.
The ACR marque is a symbol being used by the West Indies Rum and Spirits Producers’ Association Inc. (WIRSPA) to promote, in the short term, the development of authentic Caribbean rum as a distinct sector within the drinks industry.
As its usage grows, it will help customers and consumers identify ACR brands.
Having had a successful launch, WIRSPA is now confident that additional support will be available in order to extend the campaign outside the current regions of Italy, Spain and Britain and broaden it to become a Marque of international scale.
After a recent meeting of the regional trade association in Barbados, Valeriano Diaz, head of the EU Delegation to Barbados and the Eastern Caribbean, praised WIRSPA on the success of the campaign so far and looked forward to seeing its continued progress into new world markets.
He said the EU-co-funded investment programme for the rum industry had seen great success and that it was good to see the sector taking these accomplishments to even greater heights.
WIRSPA head of marketing Neil Morris said: “I am delighted that we are able to continue the work started in support of this great range of rums. There is huge diversity and quality for rum from the ACP Caribbean, so promoting the Authentic Caribbean Rum Marque and carrying the message to international consumers is an exciting task for all of us.”
The communications campaign that was developed to promote ACR in international markets from 2007 to 2010 was focused on the theme True Rum and made use of several advertising media.
In addition, the campaign used public relations, trade shows, consumer events, bartender training, and a website to communicate with trade customers and consumers. (NB/PR)