“ShowRUM – Italian Rum Festival” – 13 and 14 October
The Madeira Wine, Embroidery and Handicraft Institute, IP-RAM (IVBAM), in partnership with two companies in the Madeira Rum sector, organised promotional activities for Madeira Rum in the Italian market, through participation in the “ShowRUM – Italian Rum Festival”, which took place on 13 and 14 October, in Rome.
“ShowRUM – Italian Rum Festival” is the first and most important Italian event dedicated to rum, accounting for more than 3,500 visitors last year, and becoming a reference point for the sector and a great opportunity to establish commercial contacts with professionals in this area and conquer the Italian market.
The Festival took place at the “A.Roma Lifestyle Hotel”, from 2.00pm to 9.00pm on 13 October and from 11.00am to 7.00pm on 14 October, with Madeira Rum being represented in this event with its own stand, where each of the two participating companies – J. Faria & Filhos/Engenhos do Norte and William Hinton/Engenho Novo da Madeira, promoted their own rums.
Their presence at the fair was also reinforced with the delivery of a masterclass on Madeira Rum, on 14 October at 12.15pm, led by the Italian, Marco Graziano – key rum influencer, educator and writer, with an international reputation in the Rum sector, who shared his experiences and knowledge of Madeira Rum with everyone present at the event. Note that Marco Graziano was at the 3rd Madeira Rum Festival, the previous April, when he also visited all the Madeira Rum producers.
In this Masterclass, several themes about Madeira’s Agricultural Rum were addressed, namely a particular set of factors ranging from geography, geology, the climatic conditions of the Region, the varieties of sugar cane used in production, the production and ageing method and the know-how accumulated over centuries.
The masterclass ended with a commented tasting of Madeira Rum from the following producers: Florentino Izildo Ferreira/O Reizinho; J. Faria & Filhos/Engenhos do Norte; Society of Engenhos da Calheta and William Hinton/Engenho Novo da Madeira.
This activity was co-financed in 85% by community funds, under the Madeira 14-20 Programme, with the remainder being borne by the regional budget.