St Lucian Prime Minister Dr Kenny Anthony has assured Caribbean rum producers a marketing campaign to position Authentic Caribbean Rums in Europe and internationally has the backing of Caribbean governments.
Dr Anthony was speaking at a regional rum exposition in St Lucia, which hosted 16 Caribbean rum producers and journalists from six European countries.
He acknowledged that despite victories at rum festivals worldwide, 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,” Anthony said.
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 organised by the West Indies Rum and Spirits Producers Association. —CMC