Bay Rum, The Scent Of Madison Avenue
Thu 3 May 2012
In 1946, American John Webb settled on St Thomas and saw the
opportunity to reintroduce the fragrance. Webb founded The West Indies Bay
Company and began producing St Johns Bay Rum, which he distinctively packaged in
bottles hand-wrapped by natives with Tyre
palm fronds. Fueled by the postwar fascination with island exotica (Rodgers and
Hammerstein’s “South Pacific” hit Broadway in 1949, Hollywood in 1958), St. Johns Bay Rum was soon distributed
to every major US
city and most college towns.
Today St. Johns Bay Rum is still going strong. It is sold coast to coast in the finest
clothing stores, and is being shipped from the Virgin Islands, to devoted fans
as far as China and New Zealand.
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