US. Fonbelle Americas (formerly Brandselite) is to distribute one of the most eye-catching launches of the year, Big Black Dick Rum from the Cayman Islands which made its debut at the Duty Free Show of the Americas last week. The rum, made by Island Companies, caused a stir at the show with some of its OTT marketing but nevertheless business around the companies’ joint booth was brisk.
Lee Aronfeld, one of the owners of Island Companies, came up with the brand that has attracted curiosity around the Caribbean. The name is based on the story of Big Black Dick, a sailor also known as Richard Le Noir, washed ashore on an island believed to Grand Cayman Island and freed from slavery in the 1700s.
The rum has become the leading duty free product in the Cayman Islands since it went on sale six months ago and now the plan is to grow it in US duty free within the portfolio of Miami-based Fonbelle Americas. Big Black Dick Premium Rum at 40% ABV is available in a 75cl bottle, light or dark rum. Single gift boxes, double carry-on boxes, souvenirs, T shirts and Big Black Dick Hot Sauce are also available. The company offers to customise rum labels according to country as well as table signs and posters.
Fonbelle Americas managing director Rodolphe Grosset told The Moodie Report: “We already have good feedback from other islands. No sales numbers are available but we expect the effect to spread over the coming year. It is more a gift than a rum.”
Fonbelle also signed another licence recently with the Statue of Liberty Foundation to produce and distribute Statue of Liberty three year old bourbon in a special presentation bottle in the shape of the famous New York landmark. The company has already tested the duty free market and has initial listings with DFS and HMSHost for the Statue of Liberty Foundation Bourbon in 375ml and 100ml.
“We are proud to be a French company contributing to the reopening of the Statue of Liberty,” said Grosset.
