Competition in the regional rum industry remains very stiff even as producers come up against international brands.
Noting that the rum industry in the Caribbean remained a very robust one, Yesu Persaud, chairman of Demerara Distillers, said they were always making improvements in various areas because they were “never satisfied”.
“We have to compete, and like everywhere else, we are prepared to compete providing there is a balance. Many countries are subsidizing not only their rums but other products. So that is the main challenge that we have to face,” he said.
“Competition is always severe but it depends on the image that we project of our products. We have to promote and advertise. Long-term changes depend on the trends in the market place and we have to make changes accordingly.?We have to change to suit the environment. We are trying,” said Persaud, adding that he was satisfied with the quality of rum being produced throughout the region.
Evon Brown, managing director of the National Rums of Jamaica Limited, one of the longest serving members of the West Indies Rum and Spirits Producers Association (WIRSPA), said he believed the competition in the region was “healthy”.
“We have a fine range of rums within the region, and that is why promoting the Caribbean rum is such a good idea. Of course, within the region, we do have various producers who feel that their rum is best,” said Brown.
“The rum industry in Jamaica is mature and we have more and more brands coming on stream because we have a number of producers and bottlers. So we are continuing to grow as the competition becomes stiffer and stiffer . . . . We will be accepting the challenges and moving on. We love the competition.”
Another major player in the industry is Vivia Doodnath, of Angostura rums in Trinidad.
She told BARBADOS BUSINESS AUTHORITY that while the competition in the region and on the international scene was stiff, “the good thing is that the flavour quality of the rums [is] different from island to island”.
Meanwhile, Luis Castanos, executive director of the Dominican Association of Rum Producers, said he believed CARIFORUM member states were producing high value products. He said while the Dominican Republic was competing with the rest of the region they were also working “like twin brothers” through WIRSPA in promoting the Caribbean brands. (MM)
