Neil Morris has more than 30 years experience in the drinks industry and close to 10 years dedicated exclusively to the rum category Among various qualities he has been involved in regulation, sensory analysis, training and education across several alcoholic beverage markets. Barbados (November 10, 2015) – WIRSPA has announced that Neil Morris has been named Global Ambassador for the Authentic Caribbean Rum (ACR) Marque. In his position, Morris will develop the training and education elements of the ACR Marque campaign that involves some 15 rum producing countries within the Caribbean. The ACR Marque education campaign is focused on trade and media and being carried out in more than 12 countries globally.
After successfully launching the ACR campaign in Europe, the United States and Canada, the naming of Neil Morris further strengthens WIRSPA’s commitment to the campaign. Broad knowledge of the industry has been gained from 30 plus years in alcoholic beverages including some 20 years of experience working with companies in the Caribbean. This provides an almost unique bridge across the numerous cultures of Europe, North America and the Caribbean region. His experience in the region dates back to 1982 working with Red Stripe in Jamaica and continues now as Global Ambassador for ACR Rum.
Morris has visited more than 30 rum distilleries spread across more than 20 countries including non-ACR locations. He has also visited Whisky and other spirits distilleries plus many breweries as part of his general training within the alcoholic beverage sector. His strong awareness regarding the industry’s regulation and his experience in sensory training and evaluation make his profile ideal for these tasks. He is also a qualified Chef with broad experience in top quality bar and restaurant management.
Frank Ward, Chairman of WIRSPA, noted that “by naming Neil Morris Global Ambassador we are strengthening the ACR campaign thanks to his in depth knowledge of the rum category and his broad international experience that matches the requirements of our global campaign.”
“To date, more than 4.000 bartenders have been trained in Europe and the goal is to train 1,000 more in North America in 2015,” says Morris. “The campaign is now making great strides in US and Canadian markets where we want to continue to bring quality rum education to spirits industry professionals.”