Caribbean rums get 'marque of provenance'

I don't know if it will make much difference to consumers but the West Indies Rum & Spirits Producers' Association (WIRSPA) has unveiled what it calls a "marque of provenance."

It will be used to designate and promote Authentic Caribbean Rum (ACR) as a distinct sector within the rum category.

Individual ACR brands have distinctive processes of distillation, aging and blending. But, the new marque will incorporate a three-tier classification system based on maturation and premium positioning. The tiers:

• Authentic Caribbean Rum: A black-and-white version of the marque will appear on rums produced from sugar cane or molasses within Africa, Caribbean and Pacific region.

• Matured ACR: A silver-and-black version will signify rums from the region matured for a minimum of one year.

• Deluxe ACR: A gold-and-black version will signify rums matured for five years or more.

Neil Morris, head of marketing at WIRSPA said: "The Caribbean is the recognized home of rum and offers a hugely diverse range of brands. 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 ACR marque will, we believe, help meet both these objectives."

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