Maison Ferrand and West Indies Rum Distillery (WIRD) have announced the global release of Planteray Cut & Dry Coconut Rum, a 100% Barbadian artisanal rum infused with locally sourced coconut, available for the first time outside of the Caribbean.
If the brand looks familiar, you’re not seeing things. Cut & Dry Coconut Rum was launched as the first rum under Planteray, formerly known as Plantation Rum. The name ‘Planteray’ embodies the brand’s identity and core symbols that have adorned bottles for more than 25 years. This name pays homage to sugarcane, the plant that gives birth to the rum, and the sun’s rays that are essential for sugarcane growth and ripening.
To capture the essence of Barbados, the birthplace of rum, WIRD partnered with local coconut farmers who have been cultivating delicious coconuts for generations. “Our partnership with our local coconut farmers promotes Barbados as a hub for premium craft products, as well as celebrate Barbados’ rich heritage,” says Andrew Hassell, West Indies Rum Distillery’s Managing Director. “The distillery has been the backbone of the local rum industry for more than 130 years and we invest in our community. We are proud to source local molasses and coconuts to produce Planteray Cut & Dry, a true product of Barbados.”
WIRD joined forces with the Caribbean Agriculture Research and Development Institute (CARDI) and the International Trade Centre’s Alliances for Action program to work with local farmers in Barbados, fostering the growth of the agriculture sector and ensuring a sustainable supply of coconuts for rum production. The partnerships supports Barbados businesses and sustainable agriculture initiatives and celebrate its heritage. WIRD’s goal is to guarantee that Cut & Dry is always a 100% Barbados product
Handpicked at the peak of maturity, the white flesh of the coconut is meticulously cut and dried, preserving the pure coconut flavor. The flesh is then infused in Barbados rums, creating an expression that perfectly blends the rich flavors of Bajan rum with the tropical goodness of farm-fresh coconuts.
“It took four years of experimentation and 97 recipes to find the winning method and combination of ingredients sourced from our neighbors, using natural white coconut flesh infused in our delicious Barbados rum,” says Alexandre Gabriel, Owner and Master Blender of Maison Ferrand and West Indies Rum Distillery. “It took Andrew Hassel an extra two years to secure enough coconuts for our export markets. We won’t be able to produce very big quantities because Cut & Dry is hand-made and the coconuts need to grow, and you can’t speed that up. Nature needs to do its work.”
The decision to rename the brand was prompted by the brand’s announcement in July 2020 to evolve its name, reflecting an acknowledgment of the potentially negative connotations associated with the term ‘”plantation.”
“From today forward, the evolution from Plantation to Planteray begins,” said Gabriel. “It was a long journey of trademarking a name that reflects our brand ethos in 120 countries. Naturally, the rum we have proudly produced for more than 25 years remains exactly the same and will still be produced with the same expertise, attention and care but now as Planteray Rum. We remain wholeheartedly committed to make the same exceptional rum from Barbados and some of the greatest rum terroirs in the world.”
Planteray Cut & Dry Coconut Rum is available for $35.
