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Caribbean generic
A group of Caribbean rum producers is launching a generic marketing body. The West Indian Rum Producers Association (WIRPA) includes the produce of most Caribbean rum producers (with the exception of those in Cuba, Bermuda, Venezuela and the French-speaking islands) and has been funded by the EU as a result of the phasing out of preferential trading agreements with the region. The UK arm (it will also operate in selected markets worldwide) will be run by James Stocker. As well as an educational campaign run by the WIRPA itself, companies can apply to the body for funding for their own marketing campaigns. ‘I want the various island-specific West Indian rums to be thought of the same way as Scotch malts,’ said Stocker. ...
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