Rum group boss pushing GI to drive out ‘interlopers’

Chairman of the Jamaica Rums and Spirits Trade Association (JRASTA), Clement ‘Jimmy’ Lawrence, has urged industry partners locally and in the region to protect their rums against ‘interlopers’ in the international market.

Lawrence, at a cocktail reception and tasting of premium rums by the West Indies Rums and Spirits Producers Association, highlighted the threat to illicit activities in the marketplace whereby unscrupulous individuals link their products to distilleries and countries noted for high-quality spirits in the region. He has called on spirits interests to be vigilant.

“Importantly, our coveted ­products need protection from interlopers, and the implementation of National Geographic Indications is a key asset to dissuade infringement, particularly as we seek to make our offerings more premium and exclusive to the economic benefit of the region and territories,” Lawrence said.

The function, which was held at the Terra Nova Hotel recently, precipitated dialogue among executives from rum-producing companies in the Caribbean.

Lawrence was recently installed as head of the JRASTA.

“I’m really focused on the geographical indication (GI) for Jamaica’s rum. That‘d be my emphasis at this time. Our offerings, compared generally with other offerings globally, is of a high quality and standard,” said Lawrence.

“This is something that we cherish, and we want to make sure that it’s protected and understood broadly so that it can grow and increase exports to the benefit of the country and the companies,” added Lawrence, who is also chairman of J. Wray & Nephew Limited, a member of the Campari Group.

The reception precipitated meetings among regional industry executives and an upcoming ceremony today to honour industry stalwarts R. Evon Brown and Lloyd Forbes, who both served WIRSPA in an executive capacity.

Lawrence also highlighted premiumisation as a primary goal, noting positive advances by JWN’s Appleton brands over the past years.

“It’s going really well,” he said. “Campari has continued to invest behind the brand. There has been renaming of the rums, Signature, Reserve, Rare, plus limited time offerings, so it’s more clearly ­understood by the consumer, and we’re going forward with other improvements in order to particularly emphasise the premium nature.”

Lawrence also encouraged responsible drinking habits and environmental protection.

He said that activities driving the business “… must be coupled with us encouraging responsible consumption, given the human cost, which is diametrically opposed to the relaxation and social enjoyment our brands offer”.

He added: “At the same time, we commit to the protection of the environment as we execute brand and operational activity. Importantly also, we are firmly committed to ultimately operating with low and, ideally, no environmental impact. To this end, we continue to pursue viable solutions in tandem with regulations and stakeholder interests.

“And so, please bear these deliberations in mind and commit yourselves, as stakeholders, to assist us in accomplishing our objectives in a sustainable manner,” said Lawrence.