THOSE close to Joy Spence know the deep caring side to a woman who has painted Jamaica’s name on billboards, imaginary or real, across the globe.

The full story of her work in looking after the less fortunate has not been and may never be told, and for the Master Blender at J Wray & Nephew Ltd, the effort will continue for as long as the spirits and her creator determine.

This is why Joy has placed herself in the seat of reflection and planning en route to her next mission of raising Jamaican talent in science to realising their full potential.

The winner of the Prime Minister’s Medal for Science and Technology in 2018, a first for a woman, Joy is fleshing out a path to establishing a basis for Chemistry to work for those who have a love for the subject area, and who are inclined to dabble in more than just beakers and Bunsen burners.

“What I want to do, and I had a (preliminary) discussion with the Government, I find that where Chemistry is concerned, a lot of students fear the subject and I think the reason is that it’s not taught in a fun way,” said the Holy Childhood High School alumnas, who made her mark in the subject while she attended the Catholic-run institution in St Andrew.

“ I used to teach chemistry and I made it fun, and so many of my students developed a passion for chemistry and as a result of that, I wanted to start a programme called ‘Foundation in Chemistry’, because it is the third form chemistry that is the problem. When they don’t understand a problem they can’t go forward. If you don’t learn about the atom, about bonding, then you are hopeless.

“I find that the persons who are teaching at that level, they just go in there to teach but not to develop that passion for it. So I wanted to take non-traditional high schools and actually introduce that programme. I am creating it on my own. I have the structure in my head; it’s to just get the ministry to buy into it,” Joy told the Jamaica Observer in a recent interview.

One of the challenges that may hinder a zippy push for implementation, though, is her busy overseas schedule in convincing millions across the globe that they should consume Appleton Estate Rum, the product that has made her name stick on lips of ‘rummers’ all over.

That move would merely be the grand opening of another branch of Joy’s enterprise of generosity that has earned her the admiration of several.

And in all her doing to kick in doors of opportunity to those who seek it, Joy keeps her humility well under the spirit limit.

“I just take everything in stride. I’m not overwhelmed at all because I am a very humble individual and so I really don’t wear things on my shoulder, or badges on my shoulder. I just believe in celebrating life and helping the less fortunate. That is my goal. I have several projects going on where I am helping needy students in high school … those who I think have good potential, but the parents don’t have the wherewithal to actually help them with certain school supplies.”

Her “circle” includes some of the people who work for her in her home situation, and their children, who are usually aided with personal effects, computers, medical support among other things.

And just what energises and drives this humanitarian effort?

“I think the fact that I am adopted drives it. And I realise that if I hadn’t been adopted, I would have been in a similar situation as these individuals, and I said I was going to try and help as many people as possible to give them that opportunity that I got from a baby,” she stated upon reflection of her programme of benevolence that has been going on for decades, almost unnoticed.

“Everybody that is around me, I am always helping. My husband (Emile) will often say, ‘OK, so what project you are on today now?’ because every day there is a project that I am working on. He is so proud of me that I managed to help so many people. He said to me the other night, ‘I understand why you wanted to become a nun because everything you do is around helping people.”

Seems ironic that someone who was adamant that she wanted to become a nun while she attended Holy Childhood High would switch her spiritual preference in such a style, but the kinder side of Joy was not changed in that grand shift, caused somewhat too by the insistence of her mother that she wanted grandchildren from her only child.

It’s in her DNA to help people. Even at J Wray & Nephew, if someone complains of not feeling well, it would be a natural jump, for Joy to offer first assistance.

The last year and a half has been laced with accolades for her, what with the conferment of the Order of Distinction (Commander Class), along with her boss Clement “Jimmy” Lawrence, the J Wray & Nephew chairman; and when Prime Minister Andrew Holness handed her his medal this year, it marked the culmination of a period of inner satisfaction.

“To have been awarded the Prime Minister’s Medal for Science and Technology was really a big surprise for me. I had stiff competition and I never thought I would have won. I was totally shocked when my name was announced that night. It was close, because they said that I won by a margin of two points over the other person and I think where I got that edge was promoting Brand Jamaica, because that has now become a big part of the criteria—contribution to tourism and promoting Jamaica,” Joy stated.

“Again, I found out that night that I was the first woman to have received the Prime Minister’s Award for Science and Technology. It was Merlene Bardowell from the Scientific Research Council who came to me and said this is what it is. So again … another big surprise to me. It is really heartwarming to see that you are being recognised while you are alive, because a lot of times people get recognised after death and its really touching for me that I have received so many accolades.

In spreading Brand Jamaica, Joy has walked into, at times, pleasant circumstances that she never imagined would unfold. One such occurred while she visited New Zealand in 2017.

“I went to New Zealand last year and as I landed at the airport, there was a massive sign with my picture, welcoming me in Maori. Tears ran down my eyes to say look how far I have come from Jamaica and the people of New Zealand are doing this for me,” Joy said.

“I went there to promote Appleton Estate Joy Anniversary Blend. It was not a little sign. It was a massive one with my photo. So anybody who landed in the airport saw my picture mounted. They shipped it back to me, so I have this huge, massive sign at home which I can’t really erect. They sent the real thing and a replica that I was able to frame,” she said, still amazed by the gesture of the Kiwis.

As for the Appleton brand, marketing of the product has been doing well in New Zealand.

“The growth is extremely high because there is a switch from the traditional dark, pungent rums in that region to sophisticated, premium-aged rums. And so, since we started shipping Appleton Estates rum it has grown significantly and is doing extremely well down there.

“The UK market is doing extremely well in terms of rum growth generally, and Appleton Estate Jamaica Rum and Wray & Nephew Rum Cream in particular are doing very well in the UK. I was actually very surprised when I went to the Czech Republic. I didn’t expect anybody there to be appreciating rum, and we had this distributor who only focused on premium spirits and they arranged an event for me and over 100 people turned up … premium spirit drinkers … just to listen to the talk and we sold out every bottle of 21-year-old and 12-year-old that they had in stock that night. It was really, really surprising.”

The African market is limited, for now, but growth, according to Joy, has swollen in South America, Peru in particular, adding to the phenomenal rise in popularity of the Appleton range in Mexico, which had the launch of the 30-year-old blend recently.

Joy held her cards close to her chest when asked by the Sunday Observer about the new products that will hit the global market next year, saying only that “good things were in store. We are going to have a special release next year and, for Jamaica, we are going to have special releases at the Joy Spence Appleton Estate Rum Experience. So consumers should keep an eye out and watch for what we are going to be releasing. These were specially made for the Appleton Estate Experience,” she suggested.

And of the facility in St Elizabeth that was named in her honour, much more is also on the agenda.

“The Joy Spence Appleton Estate Rum Experience is really a First World facility. Anyone who visits the facility is totally shocked that Jamaica could actually have an experience such as that. We went all out to make sure that it was a high -end experience, a premium experience to match the ‘premiumness’ of the Appleton Estates Jamaica Rum.

“What is so fascinating about it, though, is that Jamaicans have been so loyal to that experience. Every week you have Jamaicans coming in droves to experience it and they go back and write on social media how they had such a great, fun time, learned so much about Jamaica rum, and they didn’t know so many things about Jamaica rum, and they are proud. Sometimes Jamaicans tend not to want to support Jamaican things. They tend to look for foreign stuff, but it is heartwarming to see the support. And, of course, we now have tourists coming there … word has spread and the number of visitors has increased significantly. Every time I go there it’s like I’m going there for the first time … it’s so beautiful, so refreshing to actually have an experience like that in Jamaica.”

It is that and other experiences that have propelled her to maintain her energy and not be tempted to ease off the accelerator.

“I have such a passion for rum and Brand Jamaica; that is part of my DNA and I can’t really slow down. I really want to see Appleton Estate Jamaica Rum become the number one premium-aged rum in the world. That is my goal. We are not yet there. Teamwork will get us there. We are doing some additional work now that I don’t want to disclose, which I think will take us to the next level. Until then there is no relaxing for me. I will continue spreading the word of Joy.

“There is a huge change in Jamaican consumers’ perception of high-end aged rums. Last year we released then Appleton Estate Joy Anniversary Blend that was sold out in record time in Jamaica. I didn’t even think the sales team thought that it could have happened.

“Then this year we launched the Appleton Estates 30-year-old rum and again that was sold out in record time. These rums ranged from US$250 to US$450 a bottle. Who would have thought that the Jamaican consumer would be willing to purchase rum at that price?

“And so, the whole mindset of premium spirit drinkers in Jamaica has changed and they are actually gravitating towards these limited time offerings that we are seeing,” she said, beaming with pride.

As for women who think that they cannot make it in life, Joy had a few simple words to offer:

“My advice to women is not to focus on gender. Focus on your skills, your ability, your passion, and always give over 100 per cent in whatever you do and you will be successful. I always tell everybody, just remain humble, do your work and you will be rewarded.”