Rémy Cointreau has announced a sponsorship arrangement for its Mount Gay rum brand with the West Indies men’s international cricket team.
The tie-up, which took effect from June, sees Mount Gay as an official sponsor of the team. Financial details about the agreement, which runs throughout the 2024 season, were not disclosed.
Having debuted at the Men’s T20 World Cup tournament in the West Indies and the US earlier this year, the sponsorship was ramped up last month in the UK during the team’s three-match series against England. A limited-edition pack for Mount Gay’s XO expression, which features a “cricket-inspired label”, is available now across the UK.
The partnership will also be leveraged in South Africa during the West Indies’ five-match tour this month.
Three weeks ago, Rémy Cointreau reported a near-16% decline in quarterly sales to the end of June. The group’s ‘liqueurs & spirits’ unit, home to Mount Gay, was down by just over 20% on the corresponding period a year earlier.
