Sugarlandia Spirit- We discover the roots of the rum trade in the Philippines and the magical lands beyond

We discover the roots of the rum trade in the Philippines and the magical lands beyond. Aside from the tropical climate, Negros Occidental's topography is also conducive to the cultivation of sugarcane. The active Mount Kanlaon volcano at the heart of the island - which recently hit headlines after erupting in early June - offers fertile, nutrient-packed soil, while large swathes of flat land allow for unbroken farming.

- By Hannah Brandler

Sugarlandia sounds like something out of a fairytale. The mythical setting of Willy Wonka's chocolate factory, perhaps. Turns out, it's the Filipino nickname for Negros Occidental, a province on the Philippines' fourth largest island, Negros.

It doesn't take long to understand the basis for its nickname. Our drive from Bacolod-Silay Airport takes us through endless fields of cara morada (purple) sugarcane - the key ingredient in rum production - while tropical rain beats down on thriving plantations.

The area isn't well known on a global stage, and the tourism industry needs development, with few big-name hotels. But that might all be set to change. I've travelled to Sugarlandia to learn about the region's burgeoning rum trade, which along with its white sand beaches and friendly people, is putting this destination firmly on the map.

Rum production here started in the 19th century, but has recently piqued the interest of the global market thanks to the acquisition of the premium-aged, small batch Don Papa Rum by multinational drinks' giant, Diageo - the company behind brands such as Johnnie Walker, Smirnoff, Baileys and Guinness.

For those that haven't yet spotted the lively Don Papa Rum bottle on supermarket shelves (or heard of Negros Occidental), Diageo's €260 million acquisition in March 2023 will certainly boost both the brand and destination's exposure.

Location, Location, Location

Aside from the tropical climate, Negros Occidental's topography is also conducive to the cultivation of sugarcane. The active Mount Kanlaon volcano at the heart of the island - which recently hit headlines after erupting in early June - offers fertile, nutrient-packed soil, while large swathes of flat land allow for unbroken farming.