Bacardi-Martini launches bid to tackle hosts passing off'

by Claire Hu Bacardi-Martini has launched an initiative with Trading Standards officers to crack down on its flagship rum being "passed off" with cheaper brands by unscrupulous licensees. Company agents visited more than 200 outlets in Hull to check they were complying with the Trade Descriptions Act, which says customers must get what they order or be informed when an alternative is served. Adverts were taken out in local newspapers informing hosts that tests were in progress and offering training to anyone unsure about what was required by law. Some outlets responded by asking for training. Three bars were found to be breaking the law, and Hull Trading Standards have made them a priority for future visits. Bacardi-Martini now intends to target areas which Trading Standards has identified as being plagued by substitution, which the International Federation of Spirit Producers estimates occurs in one in 25 pubs. John Burke, marketing controller for Bacardi rum, said: "Our customers expect to pay a fair price for premium quality, and ask for our brands by name. When they ask for Bacardi and Coke, they expect to get what they order. As a manufacturer of a premium spirit brands we have a responsibility to our customers to provide thorough training. "This educational programme will ensure all managers, bartenders and publicans are aware of the implications and are able to implement correct practice before their business is compromised by legal proceedings." Outlets found to be passing off other rums for Bacardi will receive a letter from Trading Standards explaining the violation. Breaches can result in a £5,000 fine.