Barbados Rum’s ambition needs more thought, action

When veteran rum producer Richard Seale speaks, the industry listens. His voice carries not only the weight of generations of rum-making experience but also the credibility of someone who has built a reputation by protecting the integrity of one of Barbados’ most famous exports.

So, when Seale dismissed recent projections that Barbados’ rum exports could reach a billion dollars by 2030 as “both ridiculous and absurd”, his words, though sharp, deserve attention. Speaking at The Barbados Rum Experience this week, he less than politely assessed what many in the industry may have thought but were reluctant to say publicly.

Barbados’ current rum exports hover around US$80 million ($160 million) annually. To leap from that to US$1 billion ($2 billion) in five years would be nothing short of miraculous. As Seale pointed out, “The idea that you’re going to take small artisanal distilleries and turn them into billion-dollar industries is unfortunately the kind of ridiculousness that we get from well-meaning bureaucrats.”

There is nothing wrong with setting bold targets. A thriving, export-driven rum sector could bring more much-needed foreign exchange, employment, and international recognition.

If we are to build a billion-dollar industry, the foundation must be laid with care and thought. Seale was right to note that the key was not in scaling up a handful of distilleries but in expanding the industry itself. “If you want to build a billion-dollar industry in Barbados, it can be done,” he said, “but you have to understand that means developing the number of distilleries.”

His vision is one of expansion and diversification. He envisions creating more players, encouraging investment, and building out the full value chain, from sugarcane growing to bottling, and remaining rooted in Barbados.
As Seale reminded us: “If we were going to be a billion-dollar industry in ten or 20 years, it would be because we have ten or 15 distilleries, all producing the value-added in Barbados.”

It is worth noting that government has expressed intentions to support the industry in achieving that billion-dollar milestone. The enthusiasm is welcome. However, policy is needed to back that up. To attract serious investment, the sector needs modern legislation, clear export incentives, and urgent protection for the Barbados rum brand itself.

This brings us to one of Seale’s most pressing concerns: the stalled effort to secure a Geographical Indication (GI) for Barbados rum. A GI would ensure that any product labelled “Barbados Rum” must genuinely originate from here, made in accordance with defined production standards. As Seale explained: “If you go into an export market and you see a product labelled Barbados rum, there’s absolutely no guarantee whatsoever that it actually came from Barbados.”

That is a staggering reality for a country whose rum heritage is recognised worldwide. Without GI protection, our name and by extension, our reputation can be freely used by others blending or bottling rum from elsewhere. We risk watching the value built by Barbadian producers over centuries diluted by those who add nothing to our economy.

The GI application process, according to Seale, has been “languishing” for years, despite the fact that enabling legislation has existed for more than two decades. “There’s not a single geographical indication registered under the Act,” he lamented, calling it “a tragedy.” He is right. It is indefensible that Barbados, the birthplace of rum, cannot yet claim legal ownership of the name “Barbados Rum”.

This situation highlights the chronic slowness in converting talk into action. The Europeans have secured thousands of GI registrations for wines and spirits, while we are still stuck at the starting line.

Seale also made an important point about regional investment. International companies such as Rémy Cointreau and Campari have invested heavily in Caribbean rum, yet, as he observed: “None of our Caribbean companies have a single share in a Scotch whisky distillery, none of our Caribbean companies even invest in rum.”

If our capital continues to sit on the sidelines while foreign investors reap the sweets, the dream of a billion-dollar industry owned by us will remain exactly that — a dream.

Barbados has every right to aspire to greatness. Our rums are among the finest in the world, prized for their quality and flavour. But as Seale reminds us, history and reputation are not business strategies. Protecting the Barbados Rum name, encouraging new investment, and fostering national and regional ownership are critical to success.