• New educational and awareness campaign for The Authentic Caribbean Rum (ACR) Marque launches across Europe, North America and other countries from 2013 to 2015
• The Marque will be present at Bar Convent Berlin 2013 as a first step to launch in new international markets
• Recognised spirits professionals to be part of the Authentic Caribbean Rum International Panel
October 2013 – The West Indies Rum and Spirits Producers’ Association Inc. (WIRSPA) is to begin a new international campaign to raise awareness for its Authentic Caribbean Rum Marque, the symbol of authenticity, provenance and quality for rums produced in 15 Caribbean countries which have agreed to adhere to its quality control and production standards.
To launch this new campaign, the ACR marque will be present at Bar Convent Berlin 2013 presenting its new international activities and educational programmes for trade professionals who will be able to taste the incredible range of ACR rums available.
As part of an extensive educational campaign across Europe, USA, Canada and other international markets, the ACR Marque has appointed its first International Panel which will be responsible for creating and delivering an international training programme to educate trade professionals on the diversity, quality and versatility of rums under the Authentic Caribbean Rum Marque.
The panel is made up of the following spirits professionals:
Bastian Heuser: bartender, beverage consultant freelance writer for Mixology Magazine, and co-founder and managing director of Bar Convent Berlin
Gegoire Erchoff: 20 years of bartending Experience in France, Miami and New York
Andrew Nicholls: world renowned mixologist, presenter at Sipped.tv and co-founder of Barchaeology
Daniele Biondi: founder and CEO of Rum Club Italiano and beverage and spirits consultant
Miguel Figueredo: writer, consultant and bartender with experience in Spain, Germany, Holland, New York, Puerto Rico and the Dominican Republic
Amit Sood: experienced bartender with wide-ranging international experience in bartender training and consultancy, currently head of professional training at Shaker, London.
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 in rum from the ACP Caribbean*, so promotion of the Authentic Caribbean Rum Marque and carrying the message to international professionals is an exciting task for all of us”.
The campaign will be developed and implemented by a consortium of European agencies led by apple tree communications who were awarded the contract by the Caribbean Forum of ACP States* after a formal tender process. Lionhouse Creative will head up the campaign in the UK. It will cover a wide range of activities including training, events and PR.
*ACP stands for ‘Africa, Caribbean and Pacific’. The ACP Caribbean states are countries that are signatories of the Lomé Convention signed in 1975. This was superseded by the Cotonou Agreement in June 2000. The countries are: Antigua and Barbuda, The Bahamas, Barbados, Belize, Dominica, Dominican Republic, Grenada, Guyana, Haiti, Jamaica, St Kitts-Nevis, St Lucia, St Vincent and the Grenadines, Suriname, Trinidad and Tobago.
About the ACR Marque
The Authentic Caribbean Rum (ACR) Marque was developed as a symbol of authenticity, provenance and quality for rums within the WIRSPA family. As usage of the Marque grows it will act as a visual symbol to help trade customers and consumers identify ACR brands, but in the short-term it will be used to promote the development of Authentic Caribbean Rum as a distinct sector within the drinks industry.
For more information visit www.wirspa.com
The West Indies Rum and Spirits Producers’ Association Inc. (WIRSPA) is an ‘association of associations’ in that it represents distillers associations from across the ACP Caribbean. The current Chairman is Dr. Frank Ward from Barbados.
WIRSPA implements, on behalf of the CARIFORUM group of countries, an EU funded support project to develop the Authentic Caribbean Rum Marque and to build technical collaboration amongst producers. WIRSPA also implemented over 2003 – 2010 a major programme co-funded by the EU to modernise and stimulate the rum industry in the ACP Caribbean. One of the outcomes of this programme was the creation of the Authentic Caribbean Rum Marque.