Caribbean rum opens pitch for 7m account

The West Indies Rum and Spirits Producers’ Association (WIRSPA) is to place its £7m advertising business up for pitch.

A tender document is expected to be posted on the Official Journal of the European Union (OJEU) next month. It is not clear how this will affect 23red, which was appointed to develop a marque for the association to use as an authenticity logo earlier this year.

WIRSPA is looking for an agency to handle integrated campaigns in the UK, Spain and Italy to develop its advertising, handle media buying and public relations. The contract will run until the end of 2009.

The association aims to promote Caribbean rum from participating brands, in particular golden rums, and the Authentic Caribbean Rum marque.

Last year, the European Union announced that Caribbean rum producers would receive grants of at least £10m to help finance projects and market the product in Europe. The WIRSPA campaign will receive some funding from the European Development fund.

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