At INTA in Atlanta in May this year, booth #555 registered to GLITZLAW and their regional colleagues under the name “The Eastern Caribbean Law Collective” became known, not just for providing valuable insight into the IP products and services offered in Saint Lucia and Grenada, but the exhibit booth was also a hit for the delightfully fermented and distilled SAINT LUCIA RUM in a miniature bottle, generously gifted to delegates who visited the booth along with some other delightful and enticing SWAG!
All flavours and ages of Chairman’s Reserve and Bounty Rum, from spiced to white, to lime and golden original were proudly given to attendees as a token to taste, with some persons sneaking an immediate swig and others returning to the boot the following day to applaud the flavour and effect. It is always our pleasure to promote our beautiful island, and many questions were posed us on the spot about the rums, their origin, and some even asked about base ingredients.
So we were uber excited to flip open Vol. 194 Issue 32 of the Saint Lucia Government Gazette last week, and see in it a 16 page spread giving notice of Saint Lucia’s first filing of an application under the Geographical Indication Act and Regulations, Cap 13.14 of the Revised Laws of Saint Lucia, which piece of legislation has languished unutilised on the law books since May 2000!
On 18th April 2024, an application was filed by St. Lucia Distillers Limited through its Agent Michelle Anthony-Desir of Athena Law, and given File No. GI/2024/001 with the Geographical Indication of SAINT LUCIA RUM.
With this being the first such application in 24 years since the Act was passed and enacted, I was intrigued to know the why, a bit of the how, and whether there were any challenges faced by the applicants along the way.
With the pressing copy deadline for my article for this publication looming, the idea came to me to sit with those who made the application happen, to take me through the process allowing me in turn to share what I glean with the readers.
In her usual accommodating way, one quick call to Michelle provided immediate support for the idea and in time I was chatting with Mrs. Margaret Monplaisir, CEO of the applicant St. Lucia Distillers Limited, who was happy to answer the growing questions milling about my mind, and graciously agreed that I could reproduce her responses herein.
NGA: With St. Lucia Distillers being in the Rum making business since 1972 what was the driving factor behind St. Lucia Distillers deciding to make this application now?
MM: Our company first became aware of Geographical Indications (GI) through training provided by the government, which informed us of the new legislation. However, it wasn’t until our international sales team made a specific request that we seriously considered registering the GI for Saint Lucia Rum. We quickly recognized that securing a registered GI would not only allow us to differentiate our product but also enhance our brand’s value and reassure customers of our commitment to quality.
We are fortunate to produce rum in Saint Lucia, where the ideal climate for aging, coupled with abundant rainfall, enables us to blend our rums with pure harvested rainwater. The GI designation also plays a crucial role in protecting Saint Lucia Rum, ensuring that only rums distilled, aged, and blended in Saint Lucia, using local water, can rightfully bear the name. These factors are vital to our marketing strategy, underscoring the unique qualities that set our rum apart in the global market.
NGA: How long was the process and did you face any major challenges?
MM: The development of specifications for Saint Lucia Rum GI was a complex process that spanned two and a half years. Initially, the task seemed overwhelming, but with the expert guidance of our consultants, we were able to break down the specifications into manageable sections. This systematic approach made the process less daunting and allowed us to maintain our focus.
A significant challenge arose due to a lack of historical information, particularly concerning the history of rum-making in Saint Lucia. The loss of all our historical records in a 2007 fire in our production plant exacerbated this issue. To address this, we enlisted the services of a historian to gather the necessary data.
Other hurdles included reaching consensus on the level of detail required in the GI specification and securing third-party verification. The expertise of a lawyer provided through the CARIFORUM States focused carIPI project, was invaluable in this regard. Additionally, collaboration with the Saint Lucia Bureau of Standards was essential. Throughout the process, the specifications underwent multiple revisions as new information surfaced.
NGA: Given this was the first such application under the Act, and looking at the extent of the details required to be submitted, was the Registry of Intellectual Property receptive to and prepared for the process?
MM: We are pleased with the progress made so far as the GI application has been published for the public to review and raise objections. To date everyone we have worked with including the Registry of Intellectual Property have been very cooperative and have the done their best to facilitate the GI application. We are all excited to have the first GI for Saint Lucia approved.
NGA: What if any benefit does this milestone application in your estimation have for your company? For Saint Lucian manufacturers? For the country as a whole?
MM: Once registered in the European Union, this GI will significantly enhance the image and profile of Saint Lucian Rums in the international market, likely leading to increased sales. It will position us as a serious rum producer, recognized for crafting rums to the highest standards. This development bodes well for Saint Lucia as a tourism destination and for other manufacturers. Achieving the first GI registration for Saint Lucia sets a precedent, paving the way for other producers to seek GI status for their products, as they will now have a clear path to follow.
Following my interview with Margaret, I was certainly excited for Distillers and their novel journey embarked upon and wanted to immediately run through our inhouse portfolio be they IP or Company/Commercial clients to see which other local manufacturers can be persuaded to follow in Distillers’ footsteps and likewise consider utilizing the now tested GI legislation. What a pivotal role such registrations will play in enhancing the St. Lucian economy by promoting local products in the EU and wider markets and upholding consumer confidence in the same.
I so can’t wait to see the GI tag on the rum bottles we are already planning to bring with us to INTA in 2025!