active stations,” says Mcdonald.“ At these stations guests can see, feel and taste their way through our production process, including sampling sugar cane, sugar cane juice and wet sugar, which are the base products from which rum is made. The journey continues to the distillery and aging house, before ending with a multisensory guided tasting of our core range of rums. We also have a full-service restaurant and a gift shop.”
TOURISM HELPS THE BOTTOM LINE
The alcohol industry remains in a period of pullback following unsustainable sales spikes during the Covid−19 pandemic. While tourism can neither replace the lost revenue at retail, nor reverse broad consumer trends currently pointing the wrong way, it can help make up for some of what has been lost. And tourism dollars can help insulate certain parts of the industry.
“ While there’ s a lot of conversation around consumer pullback, vacation destinations like The Bahamas tend to be more resilient,” says Kyle Jones.“ This is where people come to celebrate and reward themselves, so we haven’ t felt the slowdown as sharply, thanks to both good tourism numbers and steady local consumption.”
That said,“ we stay mindful and proactive to be prepared in case broader trends eventually reach our shores.”
What consumers will find on the Caribbean shores is a level of authenticity in top rum cocktails that make people want to splurge. After all, where else can
Launched this year, the Caribbean Cocktail Tour aimed to showcase world-class cocktail talent across the Caribbean.
Kyle Jones, managing director and co-founder of Bon Vivants.
you get this type of local experience?
“ Rum cocktails are evolving beyond Daiquiris and frozen drinks, though I love both dearly. Techniques like fat-washing and clarification are reaching the islands, and drinks are becoming more nuanced and intentional,” Kyle Jones explains.
“ More bartenders across the Caribbean are embracing local fruits, herbs, and spirits to create cocktails that are truly rooted in place. That excites travelers who are getting more than a great drink: They’ re getting an experience that they can’ t find anywhere else.”
Appleton is counting on a similar appeal in authentic, premium experiences.
“ There are understandable concerns during a period of softer global spirits sales; however this is also a period where premium and authentic brands remain more resilient,” Mcdonald says.“ Consumers may spend less overall, but they spend better, gravitating toward trusted, heritage brands with strong stories and clear quality cues.”
“ In addition, guests who experience the estate and see the process, meet the people, taste our products are more likely to trade up in the portfolio, become lifelong ambassadors for the brand,” she adds.
Agreeing with her is Romal Jones from Mount Gay.“ Tourism is a powerful tool for resilience,” he says.“ It allows us to bypass traditional market noise and speak directly to the consumer. Through education, we foster a deeper appreciation for the liquid and its cultural significance. These tangible brand experiences build long-term loyalty; when a consumer understands the heritage and craftsmanship involved, they form an emotional connection that outlasts market fluctuations.”
WHAT’ S NEXT FOR RUM TOURISM?
After a successful first year for the Caribbean Cocktail Tour, Kyle Jones foresees more programs in the years ahead.
“ We plan to make CCT an annual event, expanding each year to a new Caribbean island while maintaining the core three bars,” he says.“ The international exposure we received this year confirmed what we believed all along: The world is ready for deeper Caribbean cocktail culture. We now have a vessel to bring that visibility to more islands.”
Appleton’ s next tourism phase is about“ deepening immersion, elevating premium experiences, and broadening the visitor base— while staying true to our heritage and Jamaican identity,” says Mcdonald.“ We also want to offer more estate-exclusive LTOs and offer curated private experiences.” Mount Gay sees similar.“ Our goal is to move beyond the production process and highlight the broader cultural narrative of Barbados,” says Romal Jones.“ By delivering high-end, education-focused experiences, we ensure that every visitor leaves not just as a consumer, but as a lifelong advocate for Barbadian rum.”
www. beveragewholesaler. com Summer 2026 • Bevearge Wholesaler 33