Omnicane expands into premium spirits with launch of Major Philippe rum in Mauritius 

MAURITIUS – Omnicane Ltd, a leading energy and agro-industrial company in Mauritius, has announced its entry into the premium spirits market with the launch of Major Philippe Rum.  

The move represents a major step in the group’s diversification strategy, drawing on decades of sugarcane expertise to create a distinctly Mauritian luxury spirit. 

The new product line will debut with four variants. These include Britannia, a pure cane juice white rum, and Mon Trésor, an oak-aged gold rum. Two additional rums will be released under the Ilot Brocus sub-brand: a spiced rum and a sweet dark rum liqueur. The latter is scheduled for launch next year. 

Major Philippe will be produced at Omnicane Ethanol Production, a subsidiary traditionally used for potable ethanol distillation. According to CEO Jacques d’Unienville, the expansion into premium rum represents a natural extension of the company’s sugarcane operations. 

Bertrand Thevenau, CEO of Omnicane’s retail, brands, and property units, emphasized the competitive edge of the new brand. He highlighted the unique combination of Mauritian sugarcane, refined flavor profiles, and strong craftsmanship as key factors likely to attract consumers. 

Omnicane intends to prioritize the on-trade channel, focusing on restaurants, bars, and hotels, where consumers can experience the brand directly.  

The company also plans a selective off-trade presence through duty-free outlets, upscale liquor stores, and luxury retailers. Marketing efforts will include tastings, brand education, and sponsorship of targeted events. 

“Major Philippe represents the perfect intersection of our agricultural heritage, commitment to innovation, and vision for the future,” d’Unienville said.  

He added that premium rum distillation creates a product reflecting the adventurous spirit of Mauritius while contributing to economic opportunities on the island. 

Omnicane pointed to strong growth in Mauritian rum exports, which have risen 35% in value over the past five years, outpacing global industry trends. Although Mauritius accounts for less than 1% of global rum exports, Thevenau noted that momentum is building internationally.  

He believes a focus on premium positioning, distribution, and brand development could significantly enhance the country’s presence in the global rum market. 

Major Philippe will be launched locally in Mauritius by the end of the year. The company plans to price the rums at MRs2,300 (US$50.83). 

Sign up HERE to receive our email newsletters with the latest news and insights from Africa and around the world, and follow us on our WhatsApp channel for updates