BARBADIAN FARMERS IN PARTNERSHIP WITH RUM DISTILLERS FOR NEW BEVERAGE ON THE MARKET

WIRD has joined forces with the Caribbean Agriculture Research and Development Institute (CARDI) and the International Trade Centre's Alliances for Action program to work with local farmers in Barbados, fostering the growth of the agriculture sector and ensuring a sustainable supply of coconuts for rum production. The partnerships supports Barbados businesses and sustainable agriculture initiatives and celebrates its heritage. WIRD's goal is to guarantee that Cut & Dry is always a 100% Barbados product.
ONE COCONUT FOR EACH 1L BOTTLE OF RUM: Handpicked at the peak of maturity, the white flesh of the coconut is meticulously cut and dried, preserving the pure coconut flavor. The flesh is then infused in Barbados rums, creating an expression that perfectly blends the rich flavors of Bajan rum with the tropical goodness of farm-fresh coconuts. And there are no cutting corners, it takes one coconut to make one litre of Cut & Dry.
4 YEARS & 97 RECIPES BEFORE GETTING IT RIGHT: "We tried coconut in all its shapes and sizes - juice, jelly, fresh fruit, dried shells - you name it, we distilled it, and tasted it!" says Don Benn, Master Distiller at WIRD. "It took four years of experimentation and 97 receipts to find the winning method and combination of ingredients sourced from our neighbors using natural white coconut flesh infused in our delicious Barbados rum. It took Andrew an extra two years to secure enough coconut for our export markets. We won't be able to produce very big quantities because Cut & Dry is hand-made and the coconuts need to grow, and you can't speed that up. Nature needs to do its work " says Alexandre Gabriel, owner and master blender of Maison Ferrand and West Indies Rum Distillery.
At the same press conference on January 9th the WIRD and Ferrand teams announced the name evolution of Plantation Rum, to Planteray Rum. The name 'Planteray' embodies the brand's identity and core symbols that have adorned bottles for more than 25 years. This name pays homage to sugarcane, the PLANT that gives birth to the rum, and the sun's RAYs that are essential for sugarcane growth & ripening.
"From today forward, the evolution from Plantation to Planteray begins," said Alexandre Gabriel. "It was a long journey of trademarking a name that reflects our brand ethos in 120 countries. Naturally, the rum we have proudly produced for more than 25 years remains exactly the same and will still be produced with the same expertise, attention and care but now as Planteray Rum. We remain wholeheartedly committed to make the same exceptional rum from Barbados and some of the greatest rum terroirs in the world."
Bottles with the Planteray Rum name will roll out globally as of January 2024, each market undertaking its own transition plan from old name to new.