Mauritian sugar producing major Omnicane is launching a range of rums under the brand Major Philippe.
In a statement, the company said the move “marks a significant milestone in the company’s diversification strategy, building upon nearly a century of sustainable sugarcane expertise to create a distinctively Mauritian luxury spirit”.
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In Omnicane’s statement, Bertrand Thevenau, the CEO of the group’s retail, brands and property units, said: “Our analysis shows that premium, sustainably-produced spirits from distinctive regions can command price premiums of 40-60% over standard offerings.
“With Mauritius already recognised for producing some of the world’s finest sugarcane, yielding up to 12 tons of sugar per hectare compared to the global average of 9.5 tons, we’re perfectly positioned to compete in the highest tiers of the global spirits market.”
Just Drinks asked the company to provide further details on the company’s analysis of the price premiums certain types of rum secures.
Omnicane will launch Major Philippe in Mauritius at the end of the year, Thevenau told Just Drinks. The company is looking to price the rums at MRs2,300 ($50.83).
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By GlobalDataThe range will include four SKUs: Britannia, a pure cane juice white rum; an oak-aged gold rum called Mon Trésor; and two rums under the sub-brand Ilot Brocus. Under the sub-brand, Omnicane will market a spiced rum and a sweet dark rum liquor. The Ilot Brocus dark rum liquor will be launched next year.
The company is also “engaging with distributors in South Africa, Europe and the UAE,” Thevenau said, adding that the group anticipates bringing the rum to those regions “over the coming year”.
Major Philippe will be distilled from locally grown sugarcane at Omnicane Ethanol Production, a subsidiary of Omnicane, CEO Jacques d’Unienville said. Up until now, the site has been used to distill its potable ethanol.
The company believes consumers will pick Major Philippe over other rums “because of its unique combination of locally sourced Mauritian sugarcane, distinctive flavour profile, and proven craftsmanship”, Thevenau said.
Omnicane will focus the on-trade channel “where consumers can fully engage with the brand and appreciate its craftsmanship”, Thevenau added. However, it has also planned “a selective off-trade presence” in “duty free, upscale liquor stores, and select luxury retailers”, he noted.
To build the Major Philippe brand, Omnicane plans to carry out a range of marketing and education initiatives, such as tastings in the on-trade and sponsoring events.
According to Omnicane, the export sales of Mauritian rums have grown 35% in value terms over the past five years, outpacing the global industry.
While the growth is still from a low base, Thevenau believes Mauritian rum has strong global growth potential.
“Mauritius may be a small player globally, representing under 1% of rum exports but the 35% growth over the past five years demonstrates strong momentum and growing international recognition,” he said. “With continued focus on premium positioning, distribution, and brand building, Mauritian rum has significant potential to expand its presence worldwide.”
