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Howard Mitchell | Why Jamaica must defend its rum heritage and its future

Published:Sunday | April 20, 2025 | 12:09 AM
Howard Mitchell writes: ... what all Jamaicans should oppose – is the practice of fermenting and distilling rum outside Jamaica and misrepresenting it as Jamaican. That is the real threat to our heritage.
Howard Mitchell writes: ... what all Jamaicans should oppose – is the practice of fermenting and distilling rum outside Jamaica and misrepresenting it as Jamaican. That is the real threat to our heritage.
Howard Mitchell
Howard Mitchell
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Let me state right up front that I have been a sometime consultant to National Rums of Jamaica, further, I enjoy its product as much as I enjoy the products of its competitors. I therefore claim some knowledge of the subject.

Few industries reflect Jamaica’s history, culture, and entrepreneurial spirit as powerfully as the rum industry. For generations, Jamaican rum has been a symbol of craftsmanship and authenticity, carried across the globe as a hallmark of our national identity.

Yet today, this iconic industry finds itself at the centre of a controversy – one that, in my view, speaks to far more than a technical dispute over intellectual property. It raises profound questions about how Jamaica balances the protection of its heritage with the demands of a fiercely competitive global marketplace.

The public would by now be aware of the ongoing proceedings concerning the Geographical Indicator (GI) designation for Jamaican rum. Applications before both the Supreme Court and the Fair Trade Commission (FTC) will determine, respectively, whether the GI granted by the Jamaica Intellectual Property Office (JIPO) was properly issued, and whether there was undue influence or anti-competitive conduct in the process.

As an officious bystander with deep respect for the industry and an abiding commitment to the integrity of Jamaican enterprise, I am compelled to comment on what I consider to be an unfortunate distortion of the facts – and an emotionally charged narrative that threatens to harm, rather than help, Jamaica’s long-term interests.

STRATEGY VERSUS STAGNATION

National Rums of Jamaica (NRJ), a company in which the Government of Jamaica holds equity, has taken its position before both the Court and the FTC – confident, I am sure, in the logic and rectitude of its case. That is where the legal arguments properly belong.

What troubles me, however, is the growing xenophobic undertone emerging in public discourse – particularly on social media and in certain publications – which seeks to vilify one of NRJ’s partners based solely on their country of origin, in this case, France.

This framing – of foreign investors as neo-colonial exploiters and local partners as naïve or complicit – is not only factually inaccurate, but profoundly damaging to Jamaica’s reputation as an open, investment-friendly economy. NRJ’s partners include not only the French company in question but also Demerara Distillers from Guyana and, critically, the Government of Jamaica itself. The suggestion that these entities are pawns in some imperialist agenda is, frankly, insulting to all involved. Wray & Nephew, another historic and respected Jamaican rum company, is owned by Campari, an Italian spirits group – a relationship that benefits Jamaica and Jamaicans. It also plays an important role in Jamaica’s success.

COMMERCIAL REALITY

Beyond the noise, the industry faces a stark truth: Global demand for traditional Jamaican rum has remained largely flat – at approximately three per cent growth – for more than three decades.

This is not a new problem. It is a long-standing challenge that requires new strategies if Jamaica is to secure greater market share, increase export earnings, and maintain its relevance in the global spirits market.

International standards, recognised in every major rum-producing jurisdiction, defines rum’s geographic origin based on where it is fermented and distilled. Ageing, while contributing to flavour profiles, is not determinative of origin. Every seasoned distiller will tell you that the core flavours of a rum – its organoleptic profile – are primarily defined by fermentation and distillation, two crucial production phases in which Jamaica excels, producing delicious and distinctive rums straight out of the distillery.

AGEING JAMAICAN RUM OVERSEAS NOT BETRAYAL

What seems to have been conveniently forgotten in this debate is that the ageing of Jamaican rum in overseas markets is neither new nor unpatriotic. It is, in fact, part of Jamaica’s rum heritage for over one hundred years.

The practice of ageing Jamaican rum abroad has deep historical roots. For as long as Jamaica has exported rum, it has crossed oceans to undergo further maturation, extending its market reach while retaining the distinctive signature taste that has built its worldwide reputation. To now characterise this as somehow undermining Jamaica’s rum identity is to rewrite history for the sake of a modern and partisan narrative – a narrative that disregards both our tradition and our commercial reality. National Rums of Jamaica has been producing and selling Jamaican rum for over one hundred years, contributing to the lives of Jamaicans in both Clarendon and Trelawny, with over 200 Jamaicans working together in this endeavour. Representing over 40 per cent of Jamaica’s rum exports, it has proudly operated using its own methods and traditions, playing a significant role in shaping the global reputation of Jamaican rum.

National Rum of Jamaica has been clear in its position: Rum genuinely fermented and distilled in Jamaica, even if aged elsewhere, remains authentically Jamaican. What NRJ firmly opposes – and what all Jamaicans should oppose – is the practice of fermenting and distilling rum outside Jamaica and misrepresenting it as Jamaican. That is the real threat to our heritage.

WORK TOGETHER

There is, of course, nothing wrong with patriotism. But there is something deeply wrong with allowing patriotic sentiment to obscure commercial reality that benefits our country and our citizens.

Jamaica’s economic history is replete with examples of success built not on isolation or protectionism, but on strategic alliances, smart partnerships, and the boldness to compete on the world stage.

To characterise NRJ’s approach as somehow unpatriotic is both unfair and unhelpful – not just to investors, but to the farmers, workers, and communities whose livelihoods depend on a thriving rum industry which NRJ is a great part of, representing 40 per cent of Jamaican rum export.

Our goal as a nation should be to protect what truly makes Jamaican rum distinctive – while ensuring that our producers have the flexibility and tools to compete globally. Anything less risks turning heritage into a relic, rather than a platform for future growth.

MOMENT OF CHOICE

Jamaica now faces a crucial choice. Will we allow the emotionally charged rhetoric of nationalism to crowd out the commercial and legal realities that govern international trade? Or will we rise to the challenge of defending both our heritage and our future with integrity, clarity, and courage?

This is not a choice between heritage and strategy. It is a call to ensure that one strengthens the other, for a definition of Jamaican rum that respects the heritage, practices, and contributions of each distillery, while allowing for further investment to strengthen our economy and our country

Our rum industry deserves nothing less. And Jamaica’s reputation – as a serious player in global commerce – demands fact based discourse.

Howard Mitchell is a businessman, commercial lawyer and transparency advocate and Howard Mitchell is to be inducted into the Private Sector Organisation of Jamaica’s Hall of Fame inductee. Send feedback to columns@gleanerjm.com