Remy along with Campari/Appleton taking rum to premium heights.
SHAWN CUMBERBATCH, email@example.com
Added 26 August 2015
BARBADOS’ DISTINCTION of being the birthplace of rum is about to be “leveraged” like never before. Fresh from acquiring Mount Gay Rum Refinery and Mount Gay Plantation in St Lucy for a combined $28.7 million, French alcoholic beverage company Remy Cointreau has sanctioned a plan that will see its Barbados subsidiary, Mount Gay Distilleries Limited, giving consumers a taste of the world’s first “luxury” rum in six to seven year’s time.
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It is a key part of a deliberate strategy – fashioned four years ago – to elevate the 312-year-old Mount Gay brand to premium and super premium status, thereby ensuring its survival and growth.
Detailing the strategy in an interview with BARBADOS BUSINESS AUTHORITY, Mount Gay Distilleries Limited managing director, Raphael Grisoni, revealed that the company would now be involved in producing its special new rum, which is targetting the high end market, from the field to the bottle.
Mount Gay has contracted the Barbados Agricultural Management Company (BAMC) to manage Mount Gay Plantation, and is working with the Sugar Cane Breeding Station and a team of “specialist” consultants, including agronomists, to produce its own “high quality” molasses for the “single estate rum”, Grisoni said.
“We made a deal with BAMC, so they are grinding for us and we are collecting the molasses from them, which is segregated, so it is really our molasses coming from our plantation. The rum produced will be something very high end, very expensive, because it will be very scarce and of course the growing super premium rum market is there so it will be beneficial, of course, for Barbados to have such positioning,” he said.
“It’s the early stage. We took over the plantation, we got the first harvest and our molasses. It’s not a common molasses, we have a special quality, so we are extracting less sugar from the cane so we have a better quality molasses, and we started our first distillation last month. So it’s really fresh and the product will go out in six to seven years.
“On the plantation, there is an old plantation house and an old windmill. So slowly we are going to refresh that and make it nice. Today, all of the plantation management is externalised with BAMC but with our guidelines. We are expecting them to manage our plantation by the book, we want an exceptional management and thanks to our consultant agronomist, we set up the standard on which we want the BAMC to operate,” he added.
Grisoni said the expectation was that in the end Mount Gay would have a product “that will deliver because of the quality of the cane, and because of the processes we are going to use will be unique”.
He said there was a market of affluent consumers who were “looking for unique, scarce, small batch products”, and the company was looking to capitalise on this in an international marketplace where no one was currently selling true luxury rum for between US$500 and US$1 000 a bottle, except the occasional special edition.
“It is really something unique and I think this is the way we should go forward. It was also a way to show we believe in the sugar industry. Purchasing a plantation is already a sign that we believe in this industry and we are willing to invest and it’s a significant investment. This is just the beginning. What I know is that overall luxury products are on the rise,” he asserted.
“There are more and more rich people who are demanding exclusive products and we have all the attributes to deliver those luxury products and we need to leverage our heritage. We were born more than 300 years ago in this area in St. Lucy. This is our story and it was logical to build on that and I am totally convinced that there is a consumer for that.
“It’s great but it’s also difficult for us because it’s new. Before, we were really only in the distillation, aging and blending. Now we are becoming farmers, so as you can imagine it’s quite complex. But thanks to God, we have great specialists on the island, we have great agronomists who are, of course, helping us in order to do it properly.”
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