In
response to devastation caused by last year’s Hurricane Maria, Cruzan Rum has
launched the Island Spirit Fund to support disaster relief efforts in the US
Virgin Islands and across the US. The Beam Suntory-owned brand has
pledged to donate $1.00 from every case of rum sold to the Island Spirit Fund,
which will be used to help rebuild communities affected by storms. The brand expects to raise almost $1 million
for the Island Spirit Fund through its donation scheme this year alone. Furthermore, several distribution partners
have agreed to match Cruzan Rum’s donations, bringing the expected total to $2 million
by the end of 2018.
Gary Nelthropp, Cruzan Rum’s master
distiller, said: “Last year, our home island of St Croix faced many challenges
in the devastating wake of Hurricane Maria, but the resiliency of the Crucian
people and our sense of community never wavered. “That’s what we like to call our ‘island
spirit’, and I’m honored to help extend this spirit to others in a sustainable
and ongoing way through the fund, ensuring that no community, near of far,
weathers a storm alone.”
To establish the fund, Cruzan Rum has
partnered with Global Giving, a non-profit organization that works to connect
donors with grassroots projects around the world. The Island Spirit Fund will offer disaster
relief through grants to local organizations working on the ground in affected
areas. It will prioritise short-term
recovery and long-term stability projects, including environmental rebuilding,
community planning and workforce development and job creation.
Rashidi Hodari, vice president, marketing,
Cruzan Rum, said: “We’re incredibly humbled by the way our distributor partners
have stepped up to further our efforts. “Our
roots in the Caribbean run deep and by joining together, we’re able to provide
much needed physical and emotional support beyond the initial days, weeks and
months following the disaster.” Cruzan Rum was forced to shut down temporarily in
2017 due to damage caused by Hurricane Maria.
