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Cockspur reorganizes in the US: |
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West Indies Rum Distillery has hired David Meyers of MAP Consulting to run Cockspur Rum USA. Meyers will report directly to John Taylor, Chairman of West Indies Rum Distillery Ltd., and will be responsible for sales and marketing in the US.
Meyers, a seasoned professional, has spent 20 years in the spirits industry and has hands-on experience with both rum and the US market.
David is the founder of MAP Consulting, specializing in marketing, strategic planning and executive coaching. Prior experience includes being President of Moët Hennessy UK, a division of LVMH, responsible for world class brands such as Dom Pérignon, Moët & Chandon, Glenmorangie and Hennessy amongst others. Mr. Meyers spent nearly 10 years with the Rémy Cointreau Group initially as President for Mount Gay Distilleries in Barbados and then subsequently in New York as President & CEO of Rémy-Cointreau USA. He has extensive marketing and sales experience in the food industry with Campbell’s and in the health industry with Johnson & Johnson.
Mr. Meyers is a Canadian with a business degree from Wilfrid Laurier University. In his spare time David works with Management Advisory Services, providing volunteer consulting services to not-for-profit organizations in Toronto.
West Indies Rum Distillery plans to build Cockspur Rum in the US on the heels of its success in other key markets such as the UK and Bermuda. Among the changes already in place is the appointment of MHW, Ltd., as the importer of record for the brands. Savvy Drinks, a marketing and public relations firm specializing in spirits, has been retained to help build brand awareness with the trade and the consumer.
Another important change is that for the first time in decades Cockspur Rum will be bottled at the distillery in Barbados for the US market. Until now, the rum has been shipped to the US for bottling.
"Our goal is to more than double our sales volume in the US over the next few years. Our initial priority will be in our core markets of Florida, New York and the Pacific Northwest. We look forward to working with all of our distributors across the country to establish Cockspur Rum as the pride of Barbados," said David Meyers.
John Taylor commented, "Cockspur Rum is a solid brand in other parts of the world. We are making a strategic investment to conquer the US and we believe we have the right team in place to make that happen. "
Barbados is generally considered the birthplace of rum and Cockspur Rum was founded there in 1884. With its proud and colorful rooster icon, Cockspur has been an integral part of island life for over 125 years. Cockspur Rum is distilled from island cane molasses and Barbados' own coral-filtered water. Using both column-still and pot-still distillation methods, the rum is then aged in American oak bourbon barrels. This combination of aging and blending creates the character for which Cockspur is renowned. Cockspur Fine Rum is a golden amber rum and is the flagship brand. Cockspur 12 Bajan-Crafted rum is made from the oldest rums kept on reserve at the distillery. Cockspur Rum is available in most major US markets and is also distributed in the UK, Bermuda, Western Europe, and Australia.
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The West Indies Rum Distillery, the historic
David Meyers is Director and Chief Marketing
Officer of Family Health Advocates. He has significant international
experience in North America, Europe, the Middle East and the Caribbean
in senior roles in general management, brand marketing and sales
management. His core leadership strengths are in brand equity building,
people development and strategic planning. Experience includes luxury
brands in the wine and spirits industries, as well as food and health
industries.