20 personalities decipher the last 10 years, and provide food for thought for the next 10.
How has the rum market changed over the last ten years?
Rum is on a roll. The rum market has become more dynamic and diverse over the last decade, with an increasing emphasis on quality, authenticity and premium products. Premium and super-premium products are growing strongly, albeit from a small base, and this is where most WIRSPA producers are focusing their export efforts. We have seen a large number of new products arrive on the market, from both new and established brands. The rum market has never been so exciting.
As consumers and enthusiasts become more familiar with rum, the demand for transparency is growing – brands are increasingly required to present an authentic story, in addition to exceptional quality and taste. There’s been a lot of talk about the decade of rum – I think this is the century of rum.
How do you think things will develop over the next ten years?
The growing interest in authenticity and provenance, together with increased consumer education and information, is leading consumers to ask tough questions about where and how products are made. Brands will need to become much more transparent about their origins and processes, and will need to respond by providing more detailed information on labels and through digital channels.
Innovation will increase – apart from barrel finishes which many brands have explored, we expect to see more innovation in the production process. We also expect to see increased investment in the production of sugar cane juice, which will provide producers with an alternative raw material that can add new flavours to traditional molasses-based rums. Lucia Distillers has already been doing this for several years, and many other producers are also investing in sugar cane.
Do you have any news for us?
You’re talking about a single piece of news: the election of the first woman as President of WIRSPA in its 50-year history, which marks a step towards greater diversity and integration in the industry.
We have just concluded a very successful technical conference in Barbados, attended by virtually all WIRSPA member distilleries. We covered key areas such as environmental management, raw materials and sustainability, and spent a day visiting distilleries in Barbados – always a popular segment of our conferences.
Next year, in April, Saint Lucia will host the Caribbean Distilling Seminar, a collaboration between WIRSPA and Lallemand. This event normally attracts over 100 participants and is an excellent opportunity for Caribbean and international distillers to network and share industry knowledge. We will also be hosting a supplier exhibition which will add an extra dimension to the event, offering suppliers a platform to showcase their products and services.
What does Rumporter mean to you?
It’s an honour to be included in this remarkable 10th anniversary edition. We see Rumporter as an outstanding showcase for all things rum. Rumporter provides consumers with valuable perspectives on rum, broadening their horizons by covering all types of rum worldwide, highlighting the personalities involved and addressing important issues.
Thank you for your contribution to educating the world and enhancing the reputation of rum. We particularly appreciate the availability of Rumporter in English, which is crucial for English-speaking rum lovers and consumers. It’s impressive to see how Rumporter has grown from a small acorn to a thriving, towering tree spanning the globe!
