More Nuance to Black Tot Day and less White Washing of Rum History
There are elements to Black Tot Day worth acknowledging, however celebrations also honour the legacy of plantation owners and an Imperial anti-Caribbean military.
We are not calling for Black Tot Day to be cancelled, but simply for more context to be included in the celebration of such events.
Development of a WIRSPA Code aimed at Reducing Colonial Nostalgia & White Washing
Across the alcohol industry, standards exist to ensure responsible advertising, and promotion. These standards typically deal with issues like responsible consumption, and accurate labeling.
WIRSPA has such a code in the form of the Code of Practice for Responsible
Advertising & Marketing of Spirit Drinks that is in line with similar codes for other alcoholic beverages.
Given the unique history of Caribbean rum when compared to other spirits, and how that history is treated at events like The Rum Tasting of the Century and the Fiftieth Anniversary of Black Tot Day, we believe that the current Code of Practice for Responsible Advertising & Marketing of Spirit Drinks is insufficient and needs to be updated.
We want additions to this code aimed at limiting marketing material that romanticizes the dark past of Caribbean Rum or adopts a nonchalant attitude towards the legacy of slavery in the Caribbean today.
More Independent Caribbean Voices in Rum
There is a lack of Caribbean voices in the Rum Industry and Rum Enthusiast Community.
The rum enthusiast community gets their insight into Caribbean culture almost entirely from companies, and the rest of it comes from bartenders and bloggers from North America and Europe who largely have no cultural connection to the region.
This has resulted in a Rum Industry and a Rum Community where Colonial Nostalgia is normalized and constantly growing.
Accountability and Apologies
Despite condemnation of The Rum Tasting of the Century, Caribbean Rum Companies still continued to work with Velier and Black Tot Rum on projects. Caribbean Rum Companies also ignored rapidly changing opinions on the legacy of Imperialism in the Caribbean rum industry in the lead up to their participation in the fiftieth anniversary of Black Tot Day. Influential figures in the rum industry closely associated with Caribbean Rum Companies have also defended companies that promote colonial nostalgia and suppressed criticism of those companies.
Caribbean Rum Companies have to take some accountability and apologize for their actions.
Zero-Tolerance on Companies that promote Colonial Nostalgia and Imperialism
We want Caribbean Rum Companies to end their relationships with external entities that continue to promote Colonial Nostalgia and Imperialism. This includes rum companies like Black Tot and Velier that romanticize slavery, Imperialism, and underdevelopment, as well as bartenders and brand ambassadors that have assisted these companies in promoting Colonial Nostalgia in the Rum Industry.