May 6, 2009 — The grey skies, wind and occasional bursts of rain couldn't hide the fact that Wednesday was a bright day for St. Croix and the entire U.S. Virgin Islands, as ground was broken on the new Diageo distillery.
And a familiar red-clad figure with a beard had more than a little to do with it.
No, not Santa Claus. It was Captain Morgan, dressed in red greatcoat, blue pants, leather boots and a tricorn hat. The legendary buccaneer and symbol of Captain Morgan's Spiced Rum was on hand to kick of construction of the facility that will create jobs on the island and produce as much as 40 percent of the rum sold in the United States.
But the captain wasn't alone Wednesday; the festivities drew some 200 people to the Renaissance Industrial Park, where the plant will be built. The assemblage included Gov. John deJongh Jr., Lt. Gov. Gregory Francis, some of the top brass at Diageo, several Virgin Island senators, and plenty of other friends and supporters of the project.
"This is a visible milestone and a joyous occasion," said Dan Kirby, vice president of Diageo USVI. Kirby is in charge of the project, and will be moving to St. Croix from Canada in three weeks.
Gov. John deJongh Jr. thanked the senators who last summer voted for the project, which some had criticized as giving too much in incentives to the company to locate its primary Captain Morgan's distillery to the territory.
"We wouldn't be here if some senators hadn't taken a risk," he said. "To those who had reservations and didn't support it, we will show that that this is the right thing to do."
He also reminded Wednesday's audience that skeptics hadn't believed when it was announced that construction would begin within a year. That it did, he said, is a tribute to the company officials who had pledged to make the project work.
"When you're entering into a partnership, you want to feel comfortable with your partners, want to know that you can trust them," the governor said.
DeJongh thanked Kirby and David Gosnell, Diageo's managing director of global supply and global procurement, for making the project go.
The traditional "turning of the first shovel," a de rigueur part of any new construction project, was given a burst of life by the presence of Captain Morgan himself. The captain is the symbol of Captain Morgan's Spiced Rum, one of the most well known of Diageo's many brands and the main product to be produced on St. Croix. With a microphone he hardly needed, given his strident voice, he urged a round of applause for the local and corporate officials who had created the project and seen it through to the beginning of construction. He offered the assemblage complimentary beverages (a "Captain and Cola,) offered a toast to the occasion and took a shovel to join in the ceremonial ground breaking.
Then he called on the assembled dignitaries to drop a little of their dignity and "rock the pose," emulating the image of Captain Morgan, one leg up on an imaginary treasure chest, one hand on the raised knee and the other on the hip. The group of officials and executives set down their shovels and complied, to a rousing ovation.
The man in the red suit was in character all day and intended to stay there. Asked his name by a reporter, he replied, "Captain Morgan."
"No your real name."
"Captain HENRY Morgan," he replied.
"How long have you been doing this?"
"About 377 years now."
In the old days (mid-16th century) Captain Morgan worked hard to become unofficial "King of the Buccaneers," and later Lieutenant Governor of Jamaica. Today the captain has one of the great jobs of all time. He travels the country, attending parties, promoting the product and urging people to drink responsibly.
It was a full day at the construction site. Before the afternoon ceremony, there was a meeting with local contractors, vendors and service providers who are hopeful of getting a little business from the new plant.
The plan calls for the plant to begin production in 2010, with between 40 and 70 employees, at least 80 percent of whom will be from the island. The agreement calls for the plant to be in production for a minimum for 30 years. At full production the plant will be able to produce 20 million proof gallons a year, which will bring in more than $100 million a year in Rum Cover-over revenues to the government of the Virgin Islands.
Back Talk
Share your reaction to this news with other Source readers. Please include headline, your name and city and state/country or island where you reside.
