“Swift action could make Mauritius the first non-Caribbean rum GI formally recognised by the EU”

Oskar Benedikt, EU Ambassador to Mauritius 

• “In a global market dominated by Caribbean and Latin American brands, Mauritius must differentiate itself through a narrative of authenticity and quality rather than the marketing of exoticism,” EU Ambassador Oskar Benedikt says. 
• The Ambassador argues that Mauritius could become home to the first low-carbon rum in the Indian Ocean.

Although he could not attend the panel discussion on “The Rum Industry – Challenges, Perspectives and Opportunities,” the European Union’s Ambassador to Mauritius, Oskar Benedikt, shared a detailed speech that was read on his behalf. In it, he commended the country’s progress in developing a Geographic Indication (GI) for Mauritian rum and urged the industry to build on that foundation to seek international recognition, strengthen sustainability, and turn “Rhum de Maurice” into a global symbol of excellence and identity.

In his remarks, EU Ambassador Benedikt reflected on the close link between sugar and rum production in Mauritius. For more than two centuries, sugarcane has shaped the island’s economy, landscape, and culture. Out of this agricultural tradition emerged a refined distillation craft that now defines Mauritian rum. “The Mauritian rum story,” he noted, “is about transforming agricultural heritage into artisanal excellence.”

That excellence is now officially recognised through the Geographic Indication (GI) label, which certifies authenticity and origin. Ambassador Benedikt described the achievement as the result of collaboration between multiple stakeholders, including the Mauritius Sugar Syndicate, distilleries such as New Grove, Chamarel, and Labourdonnais, government agencies, technical experts, and international partners.

European support for quality and traceability

The Ambassador highlighted the European Union’s technical and institutional assistance in helping Mauritius develop its GI framework. Through the EU Intellectual Property Office (EUIPO), the AfrIPI programme and other cooperation mechanisms, the EU has supported training, methodological guidance, and the drafting of production specifications to ensure traceability and consumer protection.

A GI dossier, he explained, not only defines the production area and the product’s characteristics, but also sets the rules for labelling, traceability, and oversight. It provides consumers with authenticity and producers with a defensible commercial identity. However, Oskar Benedikt stressed that national certification alone does not automatically ensure international protection, particularly within the EU. Further registration or bilateral agreements will be needed for the “Rhum de Maurice” name to be protected in export markets.

Three strategic challenges

Ambassador Benedikt outlined three major challenges facing the Mauritian rum sector.

The first is identity and legitimacy. In a global market dominated by Caribbean and Latin American brands, Mauritius must differentiate itself through a narrative of authenticity and quality rather than the “marketing of exoticism.”

The second is sustainability. Climate change, land pressure and water scarcity are compelling the industry to innovate by embracing renewable energy, valorising sugar by-products, and adopting circular economy principles.

The third is international legal recognition. While the national GI framework ensures internal protection, it does not prevent imitation abroad. “The marketing value associated with the name ‘Rhum de Maurice’ remains vulnerable to misuse,” he cautioned, calling for diplomatic and institutional efforts to secure registration within the EU’s own GI system.

Turning challenges into opportunity

Despite these challenges, the Ambassador’s tone was one of optimism. He described rum as both an economic and cultural ambassador for Mauritius. A product capable of representing the nation globally, in the same way that Champagne or Scotch whisky do for France and Scotland.

“Mauritius can turn its small size into a competitive advantage,” he said. Producing less but producing better, with transparency and traceability, aligns perfectly with emerging global trends in premium spirits. He also encouraged stronger integration between rum, tourism, and gastronomy, noting that such synergies can create cultural and experiential value that extends beyond exports.

A catalyst for sustainability and diplomacy

Ambassador Benedikt argued that Mauritius could become home to the first low-carbon rum in the Indian Ocean by combining solar-powered distillation, renewable energy, and sustainable waste management. Such innovation would not only reduce emissions but also position Mauritian rum to meet the expectations of environmentally conscious European consumers.

He also emphasised the potential of aligning Mauritius’s GI with the EU’s trade diplomacy, as the EU’s new GI strategy opens greater opportunities for African, Caribbean, and Pacific (ACP) partners. Swift action could make Mauritius the first non-Caribbean rum GI formally recognised by the EU, which would be “a symbolic leap in global perception.”

The Ambassador further suggested investing in intellectual property and collective branding, including the creation of a “Maison du Rhum de Maurice,” which would be a hub for certification, training, and international promotion. He also called for rum to be integrated into the national brand under the banner “Mauritius, Island of Quality.”

A partnership for the future

Ambassador Benedikt reaffirmed the European Union’s commitment to supporting Mauritius in strengthening its GI system and building sustainable value chains. “The EU is proud to have contributed to the creation of the country’s first Geographic Indications,” he said, describing the initiative as both an economic and societal milestone based on “quality, authenticity, and sustainability.”

He concluded that the real challenge is no longer to produce a good rum, but to create a global identity. “The world of rum,” he wrote, “will not be won by quantity, but by coherence between terroir, history, sustainability, and brand.”

For the European Union, Rhum de Maurice represents not just a product but a promise of excellence, of sustainable growth, and of Mauritius’s global influence. “The EU,” Ambassador Benedikt affirmed, “will remain a committed partner in supporting this ambition.”