After telling you about the seminar held in Milan starring WIRSPA (West Indies Rum and Spirits Producers' Accociation Inc.) and the first and second level certifications of Authentic Caribbean Rum, we would like to introduce you to the study that ACR itself has done on its products internationally: from Spain to Germany, from France to the United Kingdom, from Italy itself to the Netherlands, from Belgium to Luxembourg, and from Denmark to markets where consumption of this incredible distillate is growing it has delved into data on consumption and preferences by area, compiling them into a publication that explores the Rum sector, the importance of sustaining a brand of authenticity, the aging of the product, the relationship with Caribbean countries that are part of the brand, casting an eye on the future of the product, its potential and also how much it has changed with the growth of bartending.
Andrew Nicholls, mixologist and co-founder of Barchaeology, explains in this regard, "With the rise of blending, the history of spirits has become important and a whole new world has opened up to us. Rum is full of different stories and it is always possible to find something that suits a customer's taste," and he goes on to say that "bartenders are fascinated by stories and there is no other distillate with such a fundamental history-the most incredible among all spirits categories. There is a part of the world called the Caribbean where this [rum] is a way of life."
The Caribbean, the organic parents and spiritual home of Rum, offers a wide range of possibilities to process the raw material to produce different types of Ron or Rhum or Rum, also allowing bartenders to choose the best product for their own realizations and adapt them to the taste of the customer, who is increasingly called upon to be an active participant in the creation of a cocktail; in this way bartenders try to bring consumers closer not only to the world of 'good drinking' in terms of alcohol consciousness but also in terms of product quality.
Although Wirspa was founded in the late 1960s, the ACR brand has just completed a single but exceptional lustre, during which it has gained more and more recognition, arousing ever-increasing attention-this is the reason why the in-depth look at the brand has been called 'The Decade of Rum.'
We are talking about an association that respects the peculiarities of the individual producing states, which with its work of intense communication is making the product increasingly appreciated even by laymen in the sector who are beginning to appreciate this distillate even at the end of meals as a digestive.
So we would like to conclude our presentation of ACR with a thought from Philip Duff of Liquid Solutions: "The concept of authenticity links directly to that of experience and expertise, so 'hyper-specificity' added to the demonstration of ethical responsibility and sustainability, can really help niche brands grow." Growth with respect to sustainability? It certainly looks like ACR has found a winning strategy. It really has to be said: the decade of Rum is now!
To download the publication for free all you have to do is click on the following link: http://www.acr-rum.com/en/learn/decade_rum
