Rum or Superior Spirit Drink made from Premium Matured Rum on the label?
If you have an old bottle of A.H. Riise in your hand and compare it with a more recent bottle, you might wonder why what used to say ‘Rum’ is now ‘Superior Spirit Drink made from Premium Matured Rum’. What’s the difference? And does it matter to you?
New EU legislation affects the spirits industry
In April 2019, the EU adopted a new regulation ((EU) 2019/787) on the definition, description, presentation and labelling of spirit drinks that repealed the former regulation (EC) no. 110/2008. The primary intention behind the new regulation is to increase transparency in the market overall, and to help ensure a high level of consumer protection in the market. Initiatives that we as a company applaud!
The new regulation elaborates and clarifies a number of provisions in (EC) no. 110/2008, but it also introduces a new paradigm for some categories of spirit drinks, including the category ‘Rum’, for which the regulation introduces a maximum limit for sweetening products of 20 grams per litre, corresponding to 2 % sugar in the final product. It is well-known that the sugar level in our A.H. Riise blends exceeds 2%.
Those familiar with A.H. Riise blends primarily enjoy our products because of their great taste. We have therefore decided not to change our recipes to adapt to the ‘Rum’ category.
This means that, in future, our products will be marketed as ‘Superior spirit drink made from premium matured Rum’. So, you get the same great taste but in a new spirits category.