Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
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www.beveragedynamics.com September/October 2015 • Beverage Dynamics 15 TRIP REPORT AN EDUCATION ON CARIBBEAN RUM BY MELISSA DOWLING WHILE MANY RECOGNIZE THE CARIBBEAN as the home of rum, few understand the nuances of the spirit and what's unique about the rums of the region. The West Indies Rum and Spirits Producers' Association (WIRSPA) aims to change that with a new rum education campaign. The program includes a certifi cation program for bartenders and trade profession- als in Europe and North America. The group also unveiled the Authentic Caribbean Rum Marque, a symbol of a spirit's provenance, authenticity, quality and diversity earlier this year. The region boasts a rich and diverse heritage of rum production. The spirit, which is made from sugarcane juice or molasses, was likely fi rst distilled in Caribbean sugarcane plantations in the 17th century, after Chris- topher Columbus brought sugarcane to Hispaniola (now Haiti and the Dominican Republic). WIRSPA hosted a group of North American spir- its journalists in the Dominican Republic and Haiti this past June to provide some insight and education on the rums of the Caribbean. Here are some of the highlights. THE LOCAL FLAVOR OF DOMINICAN RUM Ron Barcelo was founded in 1930 in Santo Domingo, Dominican Republic; Barceló Export Import, S.R.L (BEICA) was created in 2002. Its rum is produced by Alco- holes Finos Dominicanos (AFD), a plant that generates its own electricity from the WIRSPA MAKES ITS MARQUE The West Indies Rum and Spirits Pro- ducers' Association (WIRSPA) this year launched a rum education cam- paign. A key part of the initiative is the Authentic Caribbean Rum Marque, a stamp of authenticity, provenance and quality for rums produced in 13 Caribbean countries. In the short-term, WIRSPA aims to use the marque to promote the devel- opment of Authentic Caribbean Rum as a distinct sector within the bever- age alcohol industry. But as usage increases, the group expects the marque to serve as a visual symbol to help trade customers and consumers identify ACR brands. WIRSPA's program also includes a rum education campaign for bartenders and trade professionals in Europe and North America. The initial stage involves training sessions led by WIRSPA's inter- national panel members across Europe, the U.S. and Canada. Individuals who complete the training receive the Authentic Caribbean Rum Diploma. After obtaining the Diploma, trade professionals can apply for the full Certification Program, which includes a one-week training program with rum producers in the Caribbean. Trainees will have the chance to visit different distilleries and experience the full rum-making experience, from the region's sugar cane fields to fermenta- tion, distillation, aging and blending. The program aims to increase knowledge among trade profession- als on the diversity and quality of Caribbean rum, according to WIRSPA chairman Dr. Frank Ward. Authentic Caribbean Rum is produced in nearly 30 distilleries around the Caribbean. Full Disclosure: WIRSPA covered the cost of travel and accommodations during this visit to the Caribbean. Fresh-cut sugar cane arrives at the Barbancourt distillery for processing in Port au Prince, Haiti. "Water is the most important raw material in making rum— besides sugar" – Gustavo Ortega