Mount gay to create "luxury ‘terroir’ rum"

Barbados: the defacto home of the original reference classic rum as we know it. God bless the Queen! And Mount Gay!
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mamajuana
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Mount gay to create "luxury ‘terroir’ rum"

Post by mamajuana »

Mt. Gay appears to be reversing course and will start to produce authentic single estate products again but the marketing here seems to already be in full effect.

Remy Cointreau has acquired a 134-hectare plantation in Barbados, for its Mount Gay rum brand.

The historical Mount Gay plantation is situated around the distillery and it was the distillery's domain in the 18th century.

The plantation will be used to create a "luxury terroir rum".

Valérie Chapoulaud-Floquet, CEO of the Rémy Cointreau Group, said: "We saw this unique opportunity as a sign to pursue our goal to create a true luxury rum brand.

"Here in Barbados, we now gather together all the elements to foster the legacy of Mount Gay Distilleries: authenticity, history and terroir, with a single-estate rum, a genuine Barbados historical 'château'."

The company said it was not disclosing the financial details of the transaction. The company recently reported "healthy growth" for the brand.
http://www.just-drinks.com/news/remy-co ... 17546.aspx





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Capn's Log: Insofar as rum, "terroir" remains the myth it always was. This myth was fully addressed long ago at the Project, here:
http://rumproject.com/rumforum//viewtopic.php?t=28

Trust me, the notion that Mount Gay will be the first incident of terroir fails on its face, but to me seems solely an invention of the mega-marketing monkeys in full heat. See also F. Paul Pacult (linked before) at:
http://www.winemag.com/July-2002/PROOF-POSITIVE/
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