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Rhum J.M in HK and Singapore DFS
The VSOP and X.O expressions from Martinique’s oldest rum distillery, Rhum J.M have been listed in the luxury duty free stores in Hong Kong and Singapore airports.
The Rhum J.M VSOP and Rhum J.M X.O have been aged respectively for a minimum of four years and six years in alternating use of new French oak barrels and recharred bourbon barrels in Martinique.
Established in 1845, Rhum J.M distills its rum from pure sugar cane juice (termed rhum agricole) cultivated on the estate in Macouba, Martinique using traditional techniques practiced by founder, Jean Marie Martin.
While known as the oldest rum distillery in Martinique, it is also thought that Rhum J.M is one of the oldest single estate rum distilleries in the world.
Owned by Martinique-based Groupe Bernard Hayot (GBH), Rhum J.M and sister brand, Rhum Clément appointed French company, Spirit France as their exclusive distributor for duty free in 2014.
Spirit France also represents Calvados and Armagnac brands, Boulard, Père Magloire and Janneau.
Commenting on the partnership, Guillaume Villerabel, group sales director at Spirit France said: ““This partnership came very naturally. Through our leading brands of Calvados (Boulard and Père Magloire) and Armagnac (Janneau), Spirit France is dedicated to offer ‘the best of France’ to the world of duty free. With the addition of Rhum J.M and Rhum Clément to our portfolio, we are bringing another part of France to our customers.”
GBH spirit division export director, Matthieu de Lassus commented on the current “booming international demand” for premium and super premium rums (citing the IWSR report of a 59% sales increase in value between 2011 and 2015) but pointed out that the rum category is largely “under-premiumised” in duty free.
“We are thrilled to have teamed up with Spirit France to promote our French rums in world’s best duty free,” he said.
“This new listing within DFS luxury retail shops in Hong Kong and Singapore is a fantastic window for Rhum J.M and comforts our ambition to be a key player within the premium and super premium rum category.”