Omnicane Launches Major Philippe Rum Brand: A New Era for Mauritian Spirits

Mauritius’ prominent sugar producer, Omnicane, is set to unveil a new brand of rums, named Major Philippe. This venture signifies a pivotal development in the company’s strategy for diversification, leveraging nearly a century of sustainable sugarcane expertise to craft a genuinely Mauritian luxury spirit.

In a recent announcement, Omnicane’s CEO of retail, brands, and property, Bertrand Thevenau, expressed enthusiasm for the brand, highlighting, “Our analysis demonstrates that premium spirits produced sustainably from unique regions can achieve price premiums ranging from 40-60% over conventional products.”

With Mauritius being renowned for its high-quality sugarcane—yielding approximately 12 tons of sugar per hectare, in contrast to the global average of 9.5 tons—Thevenau believes the company is ideally situated to penetrate the upper echelons of the global spirits market.

In response to inquiries from Just Drinks, Omnicane elaborated on its findings regarding the price premiums that specific rum varieties can command.

The Major Philippe range is set to debut in Mauritius by the end of this year, with Thevenau indicating a retail price target of MRs2,300 (approximately $50.83).

Product Range Overview

The portfolio will feature four distinct SKUs:

• Brittania: A pure cane juice white rum.
• Mon Trésor: An oak-aged gold rum.
• Ilot Brocus Sub-brand: This will include a spiced rum and a sweet dark rum liquor, with the latter planned for launch next year.

Thevenau noted that Omnicane is actively engaging with distributors across South Africa, Europe, and the UAE, anticipating a broader rollout of Major Philippe in these markets throughout the forthcoming year.

Craftsmanship and Quality

Major Philippe will be distilled using locally sourced sugarcane at Omnicane Ethanol Production, a subsidiary focused previously on distilling potable ethanol, according to CEO Jacques d’Unienville.

The company is optimistic that consumers will favor Major Philippe for its unique blend of locally grown sugarcane, distinctive flavor profile, and expert craftsmanship, as noted by Thevenau.

Marketing Strategy and Engagement

Omnicane aims to focus its efforts on the on-trade channel, where consumers can fully appreciate the brand’s craft and quality. However, there are plans for a selective presence in off-trade segments, including duty-free shops, premium liquor stores, and exclusive luxury retailers.

To establish and promote the Major Philippe brand, Omnicane has planned a series of marketing and educational initiatives, including tastings in on-trade establishments and sponsorship of various events.