Madeira Rum makes presence on the French market at Rhum Fest Paris

Madeira Rum will be promoted at Rhum Fest Paris, between April 2nd and 4th, 2022, with the presence of three regional Rum producers. The participation of Madeira Rum sector arises through a guided action between the Madeira Wine, Embroidery and Handicraft Institute (IVBAM) and the sector agents participating in the fair, namely, the companies: Engenhos do Norte, Engenho Novo da Madeira – William Hinton and Florentino Izildo Ferreira – O Reizinho.

Rhum Fest Paris is a reference event in the Rum universe, having received, in its last edition, in 2019, 8,000 visitors and 2,800 professionals, including importers, distributors and retailers, encompassing a total of 189 Rum brands, from 53 different countries. In this, which is its seventh edition, and after two years of interregnum, due to the restrictions caused by the COVID-19 pandemic, it returns to its usual location, the Parc Floral de Vincennes.

In addition to the rum tasting component, Rhum Fest Paris has a range of events that include seminars and masterclasses, in an energetic and bold atmosphere, which favors contact between producers and other participants, enhancing and reinforcing vital commercial ties for the sector growth.

With this action, IVBAM and the agents of the Madeira Rum sector participating in this action, aim to highlight the unique characteristics of Madeira Rum, the only Portuguese agricultural rum, which give it the status of Protected Geographical Indication, in a market with close connection to Agricultural Rum, through its colonies (Martinique, etc.).

The presence of the Madeira Rum sector at this event is of significant importance for the promotion of this regional product of excellence, not only for the network of contacts it promotes, but also for its geographical location, taking into account the importance that the French market assumes in the exports of Madeira Rum, which in 2021 absorbed around 54,000 liters of Madeira Rum, representing a total of €316,158, thus becoming the main import market.

This action is part of the Madeira Rum Promotional Plan, within the scope of the “Madeira Regional Operational Program 2014-2020”.