The Spirits Pool Association (SPA) is striving to fortify the regulations surrounding what can be officially designated as "Jamaica rum." The association is currently seeking to have Jamaica’s rum recognized as a PGI by the European Union, a Protected Geographical Indication. They are unable to proceed until the ongoing legal challenge at the Jamaica Intellectual Property Office (JIPO) is finished. Just last month, the JIPO granted Jamaica Rum an amendment to its geographical indication (GI) designation. This decision’s practicality remains very much in doubt, as it has provoked a major legal battle.
JIPO’s proposed amendments would lock up aging rum abroad. This change has angered the National Rums of Jamaica (NRJ). NRJ, which owns Long Pond and has a majority stake in Clarendon, is appealing the decision. They claim that rum matured outside Jamaica continues to be Jamaican rum. They point to historical precedents, an indication that Jamaica has exported and aged its rum overseas for centuries. The appeal hearing for NRJ is on April 28, a key date in this complex and developing dispute.
The SPA argues that Jamaica loses out on value-added processes when exporting and ageing spirits overseas. Their solution is to make the Geographical Indication (GI) much more powerful. That strength will be needed for the appellation to gain formal recognition in its two largest export markets— the European Union and the United States. The SPA is confident that winning this designation will bring more fame and fortune to Jamaican rum in the process.
"What we're saying is, if you truly believe in Jamaica rum, age it in Jamaica." – Christopher Gentles
Richard Seale, a prominent voice in this discourse, underscores the need for industries deeply rooted in their place of origin.
"We need to have intrinsic industries that are rooted here, tied here, that cannot be separated from here." – Richard Seale
The SPA's push for a stronger GI is driven by a desire to foster pride in a product that is intimately linked to Jamaica's rich history. They emphasize that it is critical for foreign players to become stewards of uniquely Jamaican goods. More importantly, though, is a strong commitment from all involved to protect the strength of the brand.
"When foreign entities become owners of uniquely Jamaican products, there should be a commitment to robustly maintain the integrity of the brand." – The Gleaner
Protecting a strong GI Economically, the advantage of winning a strong GI are considerable. As Dev Gangjee points out, products with these classifications can sell for premium prices. This further attracts a powerful incentive for stakeholders who are committed to the long-term success of Jamaican rum.
"The first is simply a price premium. Research shows products can charge a price that is 1.5 to 2.7 times more than standard." – Dev Gangjee
Mr. Gentles and his supporters have great hopes for the future of Jamaican rum. They are committed to shaping a world beyond these proceedings, and doing so as meaningfully and positively as possible.
"It is my firm believe that one day we will put this behind us." – Mr. Gentles