WIRSPA has announced that it is to begin a new international campaign to raise awareness for its ‘Authentic Caribbean Rum’ (ACR) marque.
The association wants to establish the marquee as a symbol of authenticity, provenance and quality for rums made in 15 Caribbean countries, which have agreed to adhere to its quality control and production standards.
The previous initiative back around 2008 which rather petered out, concentrated on Italy, Spain and the UK. CEO Vaughn Renwick and head of marketing Neil Morris, told a group of journalists and bartenders at the London briefing on June 13 that this time they are looking at the whole of Europe and specifically Germany and France as well before moving onto the US and Canada.
WIRSPA has appointed an international panel which will be responsible for creating and delivering a training programme to educate trade professionals on the “diversity, quality and versatility of rums under the Authentic Caribbean Rum Marque”.
The panel comprises:
Bastian Heuser: bartender, beverage consultant 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: mixologist, presenter at Sipped.tv and co-founder of Barchaeology;
Daniele Biondi: founder and CEO of Rum Club Italiano and beverage consultant;
Miguel Figueredo: writer, consultant and bartender;
Amit Sood: bartender and head of professional training at Shaker, London.