Bridgetown, Barbados (January 9, 2024) – Maison Ferrand and West Indies Rum Distillery are proud to announce the global release of Planteray Cut & Dry Coconut Rum, a 100% Barbadian artisanal rum infused with locally sourced coconut, available for the first time outside of the Caribbean. Today, at a press conference held at West Indies Rum Distillery (WIRD) attended by local press, Cut & Dry Coconut Rum was officially launched as the first rum under Planteray Rum, formerly known as Plantation Rum.
Creating Cut & Dry was a labor of love and the result of four years of experimentation to find the perfect balance of natural coconut infusion for WIRD’s delicious Barbadian rum. To capture the essence of Barbados, the birthplace of rum, WIRD partnered with local coconut farmers who have been cultivating delicious coconuts for generations.
“Our partnership with our local coconut farmers promotes Barbados as a hub for premium craft products, as well as celebrate Barbados’ rich heritage,” says Andrew Hassell, WIRD’s managing director. “The distillery has been the backbone of the local rum industry for more than 130 years and we invest in our community. We are proud to source local molasses and coconuts to produce Planteray Cut & Dry, a true product of Barbados.”
BARBADOS RUM & BARBADOS COCONUTS: 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 celebrate its heritage. WIRD’s goal is to guarantee that Cut & Dry is always a 100% Barbados product.
ONE COCONUT FOR EACH LITER 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 liter of Cut & Dry.
FOUR 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, WIRD’s master distiller.
“It took four years of experimentation and 97 recipes to find the winning method and combination of ingredients sourced from our neighbors, using natural white coconut flesh infused in our delicious Barbados rum,” says Alexandre Gabriel, owner and master blender of Maison Ferrand and West Indies Rum Distillery. “It took Andrew Hassel an extra two years to secure enough coconuts 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.”
At the same press conference on January 9 announcing the launch of Planteray Cut & Dry, Ferrand and WIRD Team also unveiled the name evolution of Plantation Rum, now becoming 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 and ripening.
The decision to rename was prompted by the brand’s announcement in July 2020 to evolve its name, reflecting an acknowledgment of the potentially negative connotations associated with the term ‘plantation,’ considering its ties to darker historical realities.
“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.
Available globally in USA, UK, France and the Caribbean, Planteray Cut & Dry Coconut Rum is bottled at 40% ABV (80 proof) with a suggested retail price of $35.00 (700ml).
