CASTRIES: Prime Minister Dr. Kenny Anthony has assured Caribbean rum producers that a marketing campaign to position Authentic Caribbean Rums in Europe and internationally has the support of regional governments.
Dr. Anthony made the assurance during a recent regional rum exposition in St. Lucia, which hosted 16 Caribbean rum producers and journalists from six European countries.
Despite victories at rum festivals worldwide, Anthony said the Caribbean had a lot to do to maintain its foothold in traditional markets in Europe and to establish new markets globally.
He said although the region was known for the “absolute quality and excellence” in the rums produced, it still had to deal with competition in the international market.
“The Authentic Caribbean Rums campaign should market the Caribbean personality and the fact that Caribbean producers are the best at what they do,” said Anthony. He also urged rum producers to get engaged in promoting responsible consumption of rum as the health and other sectors were pushing for curbs and increased taxes on rum products.
The exposition was organized by the West Indies Rum and Spirits Producers Association (WIRSPA) to introduce the Authentic Caribbean Rum marketing campaign to the visiting European journalists.
Dr. Frank Ward, Chairman of WIRSPA, said the exposure was important for producers because their industry throughout the islands and territories have always been export oriented.
“It is therefore vital that we continue to be able to export to discerning consumers who are willing to pay what I consider a premium for literally a premium product,” he said.