Several Puerto Rican government
figures have partnered with rum distilleries on the island to launch a campaign
to “expand the knowledge base of rum in Puerto Rico”.
The Rum Standard campaign was launched by
the Puerto Rican government and distilleries on the island. The Rum Standard campaign has been launched by
the secretary of the Department of Economic Development and Commerce, Manuel A
Laboy Rivera, and the executive director of Rums of Puerto Rico, Alexandra
Salgado Colón. The campaign aims to
highlight the four regulations that apply to all rums made in Puerto Rico –
that it must be made from molasses, produced using a continuous distillation
process, should be aged for at least one year in American oak barrels and
produced in Puerto Rico.
Laboy Rivera said: “We are confident that
with this campaign, the production, sale, and export of Puerto Rican rums will
continue to grow. With this promotional effort we aim to increase the number of
people in the world who know and love Puerto Rican rum. “We will present it at events where we
participate, in and out of Puerto Rico, and through the various networks of the
government of Puerto Rico that promote the island internationally. “The commitment of our administration and
governor Ricardo Rosselló Nevares, is to continue supporting this industry
because it is a high quality local product that has gained international
recognition.”
The campaign consists of seven videos,
five minutes each, that summarise the history and the process of making rum on
the island. The Rum Standard campaign also features a one-minute video that
summarises what the Rums of Puerto Rico brand is all about. As part of the campaign, RumCapital.com has
been redesigned and relaunched to offer information and insight into the
production of Puerto Rican rums. According
to Laboy Rivera, the Puerto Rican rum industry generates more than US$300 million annually for the local economy and represents 700 direct jobs in rum distilleries.
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More at https://caribbeanbusiness.com/rums-of-puerto-rico-campaign-launched-along-with-rumcapital-com/
