Alcohol Tourism
Romal Jones, Global Brand Ambassador— Mount Gay Rum.
“ Rum tourism will always include tasting great rum in beautiful settings, but it’ s no longer just about the drinking,” Kyle Jones says.“ The growing interest in the culture of rum allows smaller Caribbean nations to weave together local history, agriculture, music, food and storytelling into a single experience. That creates a much bigger economic impact for countries that rely so heavily on tourism.”
Rum culture also includes a rich, authentic history in cocktails. Taking place this past January, the Caribbean Cocktail Tour united three of the Caribbean’ s most influential cocktail destinations: Bon Vivants, Library by the Sea( Grand Cayman, Cayman Islands), and La Factoría( Old San Juan, Puerto Rico). In partnership with Diageo Reserve, the tour spotlighted the brand’ s leadership in spirits, storytelling and innovation. A series of cross-island pop-ups, educational sessions, collaborative menus and cultural exchanges highlighted Caribbean cocktail culture and the industry’ s talent driving its global rise.
The collaboration also helped amplify the voices of Caribbean bartenders. It gave them a platform to share their creativity and shape the next era of hospitality across the region, with an emphasis on quality and authenticity.
“ Too often, the region is reduced to frozen, overly sweetened drinks with umbrellas, but we have so much more to offer,” says Kyle Jones.“ The local response was incredible, and the media and industry turnout exceeded all expectations. Tourism, and especially agrotourism, has shifted from passive to participatory,” he adds.
“ People don’ t just want to observe anymore; they want to immerse themselves in the culture. Rum has an incredibly rich story, and when you’ re able to tell that story in the place where it was born, the experience becomes far more meaningful. That emotional connection is what brings people back.”
Appleton Estate in Jamaica also
Trudiann Branker, Master Distiller, Mount Gay Rum.
The Caribbean Cocktail Tour launched in 2026.
emphasizes the authentic nature of its spirit, its people and long history.
“ The most important things in growing tourism is authenticity and storytelling,” says Mcdonald.“ Most tourists want more than a tour— they want origin, craft and people. Rum has a rich story rooted in history, culture, and craftsmanship.”
“ Successful growth depends on delivering a first-in-class experience that showcases our heritage, explains our unique rum-making process, showcases the people behind the brand, most notably our Master Blender, Joy Spence, who was the first female master blender in the global spirits industry and of course, a multi-sensory tasting of our worldclass rums.”
“ Many persons who visit the Appleton Estate do so because they want to experience a rum tour in an island that is famous for rum,” she adds.“ Many persons may not have even tasted premium aged rum before they visited the Appleton Estate, but because of the experience they have with us, they leave as new rum lovers.”
The Appleton Estate guest experience begins in the welcome center, where visitors are introduced to the rum with one of two signature welcome cocktails. Then they go on a guided tour, starting with a introduction of Master Blender Joy Spence and Deputy Master Blender David Morrison.
“ Next they are shown a video of the history of Jamaican rum and the Appleton Estate before the tour moves outside to our beautifully landscaped grounds where we have several inter-
32 Beverage Wholesaler • Summer 2026 www. beveragewholesaler. com