The two unions in the rum sector, the Réunion Rum Producers Union (SPRR) and the Interprofessional Federation of Cane Alcohols of Reunion Island (Fiacre, which also brings together liquorists), equip themselves with a common tool : a website (www.lareuniondesrhums.re), an identity and a logo. The SPPR also recruited a general secretary, Emilie Marty, former economic journalist at Jir. “This new visual identity will allow all partner companies to organize collective actions on the local market, but also for export, strong point of the rum sector”, she explains. Rums and rum-based spirits are the third most exported product from Reunion Island, behind sugar and frozen fish. They represent around 21 million euros of export revenue. This dynamism can be explained in particular by the significant success of arranged rums which have conquered the shelves of supermarkets in recent years.. This performance is also due to the move upmarket of Reunion rums, which have been displaying the Reunion Rum Geographical Indication since 2015. Isautier, Cart, Savanna, Chatel and Rivière du Mât are among the best-selling brands in mainland France, despite increasingly tough competition from foreign rums.
