RUM LEXICON
The dictionary defines Lexicon as “the vocabulary of a language, an individual speaker or
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group of speakers, or a subject.” Doctors need a very specific lexicon, so they can communicate clearly and precisely about matters that may have life or death consequences. Attorneys do as well: anyone who’s taken a look at a legal document understands this right away. Chemists, biologists and most other professions also have their own lexicons, which exist to clearly define concepts by removing ambiguity and vagueness.
For the most part, the words that make up a subject’s lexicon are available to everyone, but average people are unaware of them mainly because they’ve never had to rely on them to communicate clearly.
One of our biggest challenges we face when talking to consumers, even with trade people, is their lack of rum lexicon, which can easily lead to misunderstandings. A few common examples are:
- “Rich,” referring to the color, rather than to the congener level
- “Boozy” as an aromatic descriptor
- “Spicy” and “Rummy” as flavor descriptors
How many times have you bought a bottle of rum, based on someone’s description (usually at the liquor store) or on the information on the label, but the rum was nothing close to what you described or was described to you?
If casual rum drinkers improve their lexicon and start asking better questions at bars and liquor stores, then the trade will need to up its game too. This will lead to more training and better communication, which translates into happier consumers! start by asking the distilleries behind the rums you like, especially the technical or production people, you may pick up a few new words!
Happy Holidays!
Luis Ayala, Editor and Publisher