Negrita (rum)

Negrita (sometimes referred to as Negrita Rum or Rhum Negrita) is a French rum brand. It has origins back to the mid-1800s and is currently owned by French spirit company La Martiniquaise.

This article is about the French rum brand. For Italian rock band, see Negrita.
Negrita
DistributorLa Martiniquaise
Country of originCaribbean (French islands)
Introduced1800s

History

Negrita was first blended and labeled by the Bardinet Company of France in the mid-1800s.[1] It was founded by Paul Bardient who was a young producer of liqueurs in the French commune of Limoges. He experimented with different blends of tafia to create the new rum.[2] The brand was advertised through billboards with the slogan "el ron de la Negrita" (en. "the rum of the bold") with a picture of a Caribbean girl wearing Madras ribbons in her hair. The image became the symbol of the brand and the name was trademarked in 1886.[2]

Bardinet's son, Edouard Bardinet, moved the operations to Bordeaux in 1895. He added whiskey and brandies to the company portfolio, with Negrita staying as the symbol of the Bardinet Company.[2]

In 1993, the company became part of La Martiniquaise.[2]

By 1994, Negrita was the flagship brand of dark rum, accounting for 41% of grocery sales in Europe.[3]

Production
Bottles of Negrita Rum from 2013.

Negrita is a blended rum which is distilled on the French islands of Réunion, Guadeloupe, and Martinique in the Caribbean.[1] It is made from sugar cane juice, not molasses.[4]

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See also

References
  1. O'Reilly, James; Habegger, Larry; O'Reilly, Sean (2012). The Best Travel Writing, Volume 9: True Stories From Around The World. Travelers' Tales. ISBN 9781609520571. Retrieved 27 July 2017.
  2. Bruce-Gardyne, Tom (14 September 2017). "Negrita: a brand history". The Spirit Business. Retrieved 25 April 2019.
  3. "Economoist Intelligence Unit". Marketing in Europe. 1994. Retrieved 13 August 2017.
  4. Payne, John C. (1996). The Great Cruising Cookbook: An International Galley Guide. Sheridan House, Inc. ISBN 9780924486920. Retrieved 13 August 2017.
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