CONSUMER CONCERNS... PAT DIAL.. WIRSPA CONFERENCE AND CHALLENGES TO RUM INDUSTRY

CONSUMER CONCERNS… PAT DIAL.. WIRSPA CONFERENCE AND CHALLENGES TO RUM INDUSTRY

Feb 18, 2018 Consumer Concerns, Features / Columnists

Rum has always been the wine of the Caribbean and has been used and enjoyed by all classes. In the 18th century, it was regarded as a cure-all and was used as a preventative or cure for fevers, colds, bodily pains and abrasions.
It was also a drink used socially and was so attractive in taste that people tended to overindulge in it. Overindulgence has serious effects– it led to drunkenness, destruction of health, inability to work, neglect of family and social responsibilities and poverty.
The secret of avoiding these negative effects is simple — use the beverage responsibly and in moderation — and this has been one of the main injunctions of the Rum Industry and WIRSPA.
Indeed, the main rum producers in Guyana, Demerara Distillers Ltd (DDL) and Banks DIH, have long been appealing to the public to use the beverage in moderation and their appeals have had some success. This could be seen at parties and at festive times where overindulgence in rum is rare.
In fact, most drinkers who become inebriated would have been drinking other liquors than rum. Yet people, quite loosely would attribute any inebriation to rum. The reason for this is that for centuries rum was the only liquor used by the overwhelming majority of West Indians unlike today, when there is a large array of liquors from various countries easily available.
Last week, the West Indies Rum and Spirits Producers Association (WIRSPA), one of the oldest inter-West Indian organisations, met in Guyana under its Chairman, Mr Komal Samaroo, the Chief Executive Officer of Demerara Distillers Ltd (DDL). One of the main themes of Mr Samaroo’s opening address which proved to be the keynote of the Conference is that people must drink responsibly.
Religious leaders of the Churches, masjids and mandirs have long been enjoining their members to eschew alcohol, and particularly rum. Now it is ironic, if not revolutionary, that the head of a company which is one of the greatest rum producers in the world and other West Indian producers, should be emphatically advocating the same thing.
In his address, Mr Samaroo mentioned that international demand for premium and super-premium spirits has been growing and this opens a great opportunity for premium rums. DDL for years has been producing the best rums in the world and has been spending vast sums in promoting the Eldorado brand worldwide.
It has been successful in this. El Dorado could be found at all the major airports in the world and the exclusive top-of-the-line bars. In fact, in some countries, Guyana is known only by El Dorado.
Another great achievement DDL has made for West Indian rums, it has succeeded in securing “Geographical Indication” after much effort. This it did in April last year. Jamaica recently secured it. This means that foreign producers could not brand their product “Demerara” or “Guyana” since in international trade, Demerara or Guyana rums is recognised as being produced only in Guyana.
Scores of years ago, Champagne, the famous celebratory French wine, acquired GI status. Champagne wine could only be produced in the Champagne Region of France and this is known and accepted worldwide.
The GI status is very useful in protecting Guyana and West Indian rums since producers in various countries, for example Germany, have been producing brews which they have styled rum. Eldorado, being the best rums in the world, would be subject to forgeries. Mr Samaroo feels that marketing Guyana and West Indian rums would be protected and enhanced by the use of Geographical Indication.
On the global stage, the Caribbean rum industry is still relatively small. Several Caribbean governments have been working on ways they could help the industry to grow and expand its international markets. One of the greatest inhibitions and challenges to the further growth of Guyana’s rum industry is the outdated Laws and Regulations which date from past times and are now inappropriate.
Some effort is being made to adjust these and if such is quickly done, it would greatly help to propel the industry forward.
Foreign Affairs Minister Carl Greenidge was one of the main speakers at the Conference. His observation that ‘rum and sugar have been an integral part of the economy and culture of the Caribbean and therefore they are difficult to separate’ should be seriously considered by rum producers, now that sugar production in Guyana is contracting.
Mr. Greenidge may be hinting that Rum producers should get involved in sugar production since without sugar, rum could not be produced,
WIRSPA has many challenges but it has taken them on with hope of success: They will study the impact rum has on Society; educate the population to drink responsibly and in moderation; try to have the public understand that drunkenness and overindulgence in drink must not always be placed at the doorstep of rum; have governments rationalize and modernize their Laws and Regulations affecting the Rum Industry; and to try by whatever means they could to keep adequate sugar production in the Caribbean with requisite molasses supplies.