CARIBBEAN rum has long been a significant export, deeply tied to the economic well-being of the region. The Lomé Conventions, signed between 1975 and 2000, played a crucial role in this by providing favourable access for Caribbean rum to the European market. The reduced tariffs allowed the region’s rums to be competitive in Europe, boosting exports from countries like Jamaica, Barbados, Trinidad, and Guyana, and stabilising their economies. This was particularly important for small island nations dependent on agricultural products such as sugar, molasses, and their valuable by-product, rum.

However, the turn of the millennium brought change. The Lomé Conventions were replaced by the Cotonou Agreement, which led to Economic Partnership Agreements (EPAs). This shift phased out the preferential tariffs previously enjoyed by Caribbean rum, forcing producers to compete in a global market on quality and branding alone. In response, many Caribbean producers began to focus on the premiumisation of their rums, tapping into the global trend of artisanal and craft spirits, and positioning brands such as Appleton Estate, Monymusk, Hampden, and Worthy Park from Jamaica as high-quality, premium products.

The Importance of Geographical Indications for Jamaica

In a world increasingly driven by the allure of originality and tradition, the concept of geographical indications (GI) has become a powerful tool for producers seeking to preserve and promote the unique qualities of their products. Much like how ‘Champagne’ can only refer to sparkling wine produced in that specific region of France, geographical indications for Jamaican rum would ensure that only rum fermented and distilled in certain regions of Jamaica, and aged in Jamaica under Jamaica’s excise supervision, under specific traditional conditions, could carry the prestigious label of “Jamaica Rum”.

It is in this context that the Spirits Pool Association (SPA) pursued the designation of Jamaica Rum as a geographical indication. At the time, all the principals of SPA contributed to and agreed on the parameters and definition of Jamaica Rum. The GI was formally established in 2016.

The protection provided by a GI serves multiple purposes. Firstly, it safeguards the originality of the product, ensuring that consumers purchasing Jamaican rum are getting a genuine product that meets established standards of quality and production. This focus on heritage and craftsmanship is crucial, as it directly appeals to consumers who seek products with a strong cultural identity and verifiable origin — something that generic rum simply cannot offer.

The 11 rules of Jamaica Rum enshrined in our code of practice include:

1) Wash (molasses solution that is fermented) is produced using naturally filtered limestone water obtained from the geographical area used for distillation.

2) Wash is produced using molasses, sugar cane juice, crystalline sugar or syrup from sugar cane, or any combination.

3) Yeasts of the Saccharomyces, Shizosacharromyces species only, and special bacterial cultures are used as fermenting agents.

4) The prepared wash must be inoculated using either yeasts that locally occur in the environment, prepared yeasts, or cultured yeasts.

5) The fermentation and distillation must be undertaken in the limestone regions of Jamaica.

6) Aged rums are stored in small (250-litre) barrels under the guidance of an excise officer.

7) The colouration of rum is derived from oak wood in the barrels or caramel from sugar cane.

8) The minimum age of Jamaican rum is certified by law under the Excise Act.

9) All rum manufactured in Jamaica must conform to the Excise Act.

10) Any statement of age refers to the youngest rum in the barrel.

11) Finally, once a rum designated with the right to use the Jamaica Rum GI designation is blended with another rum or spirit, it immediately loses its Jamaica GI status.

GIs allow Jamaican rum producers to charge a premium by positioning their product in the high-end market. In an era when craft and originality drive consumer choices, a GI can emphasise the uniqueness of Jamaican rum, including the influence of the local terroir (characteristics of a specific place), the traditional distillation processes, and the tropical ageing environment — elements that are integral to the distinctive flavour of Jamaican rum.

Challenges and Opportunities in a Competitive Global Market

The rum industry in Jamaica, much like the rest of the Caribbean, continues to face challenges from increased global competition as well as the effects of climate change on sugar cane production. The phasing out of preferential tariffs under the Cotonou Agreement has forced Caribbean rum producers to adapt, shifting focus towards branding, sustainability, and premiumisation to maintain their market share. Here is where geographical indications become not just important, but essential.

A GI is a form of intellectual property that grants exclusive rights over the use of regional names, thereby protecting the value and reputation of Jamaican rum. By legally tying the name “Jamaica Rum” to the island’s traditional production practices, GIs prevent international competitors from misusing the brand for products that lack the storied origins and quality of true Jamaican rum.

Sustainability and Ethical Production

The focus on sustainability is another area in which geographical indications can add value. Many consumers today, especially in Europe and North America, are increasingly conscious of the environmental and ethical practices of the products they purchase. By tying Jamaican rum to sustainable production methods, such as using locally filtered limestone water and maintaining local ageing processes, a GI can provide consumers with an assurance of quality, conformity, and ethical responsibility.

GIs also foster economic growth by promoting local industries and creating a higher quality and range of employment opportunities. By setting stringent production standards that must be met within the GI region, local producers are encouraged to invest in better infrastructure, skills and practices, leading to a more robust industry that benefits communities involved in rum production.

Preserving the Legacy of Jamaican Rum

Jamaican rum is not merely an economic commodity to the benefit of colonisers; it is an embodiment of the island’s cultural heritage and historical journey, rooted in centuries of tradition. Its production is linked to the history of colonisation and the resilience of its people — from the days of slavery when rum was produced under brutal conditions, to the post-Independence era when rum became a symbol of national pride and craftsmanship. Yet, despite its celebrated status, the value and proprietary elements of Jamaica’s rum are under threat, as external pressures and evolving market conditions challenge its distinctiveness. Establishing GIs for Jamaican rum is, in part, a form of reparatory economics, ensuring that the value of Jamaica’s cultural and agricultural products benefits the people of Jamaica rather than being exploited by external entities.

As an example, the prospect of ageing Jamaican rum overseas, such as in France, poses a direct threat to this legacy. The unique flavour profile of Jamaican rum is largely due to the tropical climate of Jamaica, which accelerates the ageing process and imparts the rich, complex character that is synonymous with Jamaican rum. Ageing the rum in a different climate would fundamentally alter its character, diluting the home-grown methods, and undermining the very foundation of what makes Jamaican rum unique.

It is in this context that the role of GIs becomes vital in safeguarding the time-honoured artisanal fidelity and market value of Jamaican rum.

A Call for Action: Protecting Jamaica’s Cultural and Economic Interests

The establishment of GIs for Jamaican rum is not just about economic gain; it is about cultural preservation, fair competition, and sustainable development. It is about ensuring that the people of Jamaica can benefit from the legacy of their ancestors and that the value of Jamaican rum remains tied to the island’s rich history and traditions. Rum, like reggae, coffee, athletics and jerk, represent Jamaica’s remarkable and phenomenal contributions in the global space. We cannot allow encroachment and exploitation of these expressions of who we are, in the face of attempts at exploitation.

Many of Jamaica’s distilleries produce bulk rum, which is sold at prices ranging from approximately US$2.75 per litre for light column still rum, to as much as US$7.00 for exotic, heavy rums. When Jamaican rums are blended and aged, their value increases significantly, supporting an average value addition of as much as US$15.00 per litre of absolute alcohol (undiluted). The value-added component becomes even more substantial when aged, branded Jamaican rum is marketed.

Currently, Jamaica earns an estimated US$160 million annually from its rum industry, derived from a total land area of 4,411 square miles. By comparison, the Cognac region in France, which covers an area of 3,861 square miles, generates an impressive US$6.0 billion per year for the Cognac industry. This stark contrast highlights the vast, unrealised potential that could be unlocked for Jamaica and its people with greater focus and strategic development of the rum industry.

Allowing overseas ageing, the use of non-limestone filtered water, and the addition of sugar after distillation — among other changes to the processing of Jamaican rum — risks commodifying it, stripping away the distinct qualities that make it special. Such a move would not only weaken the value of the Jamaica Rum brand but also undermine consumer trust and damage its reputation in global markets. By keeping the ageing process on Jamaican soil, along with further strengthening of its processes, we safeguard the cultural significance, economic value, and intrinsic quality of our rum.

In summary, the implementation of GIs for Jamaican rum is an essential action towards preserving our heritage, enhancing its value, and securing a prosperous future for the industry, the economy, and the people of Jamaica. It is a necessary measure to protect against the dilution of our cultural identity and to ensure that Jamaica’s rum remains a symbol of quality, fidelity to time-honoured practices, and the resilience of its people.

The next steps to be taken include undertaking actions to uphold the current GI, seeking registration in the EU and, importantly, communicating the benefits and implications of the Jamaica Rum GI to Jamaicans and global consumers. The time to act is now to protect, preserve, and promote the true spirit of Jamaica.

Clement “Jimmy” Lawrence, CD is chairman of Spirits Pool Association Limited.

Clement (Jimmy) Lawrence

Many of Jamaica’s distilleries produce bulk rum, which is sold at prices ranging from approximately US$2.75 per litre for light column still rum, to as much as US$7.00 for exotic heavy rums.