The circumstances prompted Mount Gay to develop an extensive digital strategy involving influencers, journalists and rum enthusiasts, who received samples to participate in online masterclasses orchestrated by the UK brand ambassador, Miguel Smith. At the same time, Mount Gay strengthened its presence on social networks and media through its "More Than a Rum" campaign.
Mount Gay has taken many measures to protect the planet and the climate. Firstly, the spraying of vinasse (derived from distillation) on the plantations reduces the proportion of non-organic fertilisers and pesticides used. Secondly, the distillery is switching from diesel to natural gas. The commissioning of the new unit, which was delayed by the health crisis, is scheduled for May 2021. In addition, the installation of solar panels means that offices and bottling lines are now fully powered by clean energy. Lastly, Mount Gay has continued to plant trees and install beehives in the plantations. From a social point of view, the distillery has produced hand sanitizer and donated it to the community and frontline workers.
In 2021/2022, Mount Gay plans to roll out its new range in key countries, with the launch of the double matured Black Barrel Blend and the new triple matured XO, in particular. At the same time, the "More Than a Rum" campaign will be stepped up on social networks and enriched by news on Mount Gay and new content on the art of living in Barbados. In addition to the leading markets of the United States and the United Kingdom, the brand has high ambitions in France and Germany, where the rum market is growing strongly. Lastly, the recovery of tourism in Barbados should revitalise the local market.
