MOUNT GAY

Mount Gay is continuing its move upmarket and aims to gain popularity among connoisseurs of exceptional rums.

As expected, the brand's volumes were down in 2018/2019 compared with last year, in line with our forecasts, as the brand’s move upmarket is under way. For example, the decision to withdraw Mount Gay Silver rum from all markets – except the Caribbean – and to concentrate on higher-end products has affected global results. However, this strategy should guarantee the brand's success and profitability in the medium term.

The launch of the Time Well Spent campaign on social media and in the key markets – United States, United Kingdom and Barbados –, combined with the launch of the XO The Peat Smoke Expression limited edition, has enabled the brand to increase its visibility and reputation like never before. The organisation of tastings has also played an important role among high-end spirits connoisseurs.

Among its CSR initiatives, Mount Gay has completed the first phase of solar panel installation at the Saint Lucy distillery and has enhanced the estate's biodiversity by planting trees and installing new beehives.

2019/2020 will be a key year for Mount Gay: the brand will undergo repositioning with new packaging and a new communication campaign targeting the increasing number of exceptional rum connoisseurs.