ACR, the rum “marque”
The “Authentic Caribbean Rum” marque
Rums are not all the same. In particular, the history and the quality of this liquor are linked to the Caribbean and hide a true art that has been refined throughout the centuries. To preserve and promote the quality of the Caribbean rum, the West Indies Rum & Spirits Producers’ Association Inc. (WIRSPA) presented the Authentic Caribbean Rum (ACR) marque, aimed at supporting commercial exchanges and helping consumers to distinguish ACR labels from all the others.
Neil Morris, WIRSPA Marketing Director, stated: “The Caribbean is the recognised ‘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, while also helping to give further weight to the development of a distinct Authentic Caribbean Rum category.”
The marque will not only serve as a visual symbol of provenance and quality, designed to help trade and consumers identify ACR brands, but it will also be used to promote the development of Authentic Caribbean Rum as a distinct sector within the rum category.
The range of Authentic Caribbean Rum that is available today, each featuring an extraordinary personality, reflects the differences of countries and people that produce them: a distillate characterized by climate, geography, personality and passion.
Individual ACR brands have distinctive processes of distillation, aging and blending. To reflect these distinct processes, it is planned that the marque will incorporate a three-tier classification system based on maturation and premium positioning.
Authentic Caribbean Rum (“base” label, black and white color)
In order to qualify at this level, products must be produced from sugar cane juice or molasses within the ACP Caribbean region. Products in this classification must achieve accepted industry standards of product quality and may be a blend of different rums to produce the desired characteristics. It is proposed that products at this level would be permitted to display a black and white version of the marque.
Authentic Caribbean Rum “Matured” (black and silver label)
A silver and black version is planned for products that achieve the base level but have also been 100% matured for a minimum of one year. These products may be blended with much older rums in order to produce products of depth, complexity and character. This classification is planned to bear the word ‘Matured’ and display three barrels.
Authentic Caribbean Rum “Deluxe” (gold and black label)
A gold and black ‘Deluxe’ classification is planned for qualifying brands that have been 100% matured for a minimum of 5 years. Products in this category reflect the true artistry of the master blender in each company. Products are likely to be blended from a wide palette of aged rums in differing styles. Many will be older but all will aged for a minimum of 5 years. This classification is planned to bear the word ‘Deluxe’ and display five barrels.
Of all labels, those that are currently available in Italy are: Angostura 5 Years Old, Appleton Estate V/X Jamaica Rum, Barbancourt Réserve Spéciale Rhum, Barceló Imperial, Brugal Extra Viejo, Chairman’s Reserve, Cockspur 12, El Dorado 15 Years Old, Mount Gay Extra Old, XM Royal 5 Years Old.
The West Indies Rum and Spirits Producers’ Association Inc. was founded in the late 1960s and is an association of national associations of rum producers in the Caribbean. Based in Barbados, WIRSPA was originally set up to promote and protect the interests of members concerned in the distillation, export and marketing of rum.
Tags: Caribbean, Neil Morris, Rum
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