2015 Exclusive Interview with the "Got Rum?" Team

2015 Exclusive Interview with the "Got Rum?" Team

We regularly receive email inquiries from our readers, wanting to know more about who we are and what we do. Some are investors who are thinking about star ting a micro or mega distillery, others are consumers, distributors, mixologists or brand ambassadors. We strive to answer the questions one on one, but our work schedule does not always allow us to do so in a timely fashion. For this reason, instead of interviewing a notable figure from the industry, this month I decided once again to interview the wonderful team that comprises “Got Rum?” Magazine. Luis and I are very proud of our team, each and every member is devoted to helping us promote rum as a quality distilled spirit. Having over 100,000 readers each month, we feel confident we are on the right track.

 Margaret Ayala, Publisher

Luis Ayala – Editor

Can you describe for us what exactly you do for the rum industry?

In 2015 I helped review many business plans for new distilleries, I also helped existing distilleries improve their fermentation and distillation efficiencies. I devoted a great part of the year to the design and administration of aging warehouses for our clients, working hand in hand with local tax and environmental agencies. Finally, I spent a small amount of my time monitoring new product releases in the US A, to ensure compliance with FDA and TTB regulations.

Which of the aforementioned activities do you enjoy the most and the least?

I really enjoy working with craft distillers, they represent the fastest growing segment in the rum industry, their combined sales volume for all distillates was 3.5 million cases last year. They also have the greatest potential to influence future trends, both positively and negatively. For example, approximately half of the craft distillers (currently there are over 700 such distilleries) are using their pot stills to produce vodka, and some of them are also using the same stills to produce rum, taking the government ’s maximum degree of purity (95%) as their desired goal, whereas I feel they should be producing heavier (higher congener) rums, that would represent a return to full -flavored profiles from yesteryear.

 What I enjoy the least, is telling authorities how to do their job, specifically, what products to approve as “rum” and which ones to reject. Attendees at this year’s International Rum Conference in Madrid heard me publicly say that, effective immediately, Rum Runner Press was going to stop acting on behalf of the rum industry, when it came to monitoring and reporting non-compliant distillates. If the rum industry as a whole does not care enough to protect its own interests, then maybe it deserves to face the consequences.

There has been talk about 2016 being the year you release a new book, is this true?

I wish it were (and it is possible it could be), but right now it is very hard for me to find the time to do that and do it right. We have several new exciting projects that are consuming each and every of my waking hours.

Can you tell us more about what these projects are?

Of course! Until recently, all of our rum clients in the US A had to order full containers of rum from us, which we shipped to them directly from our aging warehouses in Central America and in the Caribbean. We now have a fully-bonded warehouse in Houston, Texas, from where we can ship smaller quantities faster. In 2016 we will be opening another facility from where we will be bottling rum, also for our US - based clients. We are very excited to offer turn-key private label solutions for bars, restaurants and liquor stores looking to have their own brands!

What can the rum community expect from you in 2016?

“Got Rum?” is getting better with each month, all our readers can expect this trend to continue for a very long time. I am so thankful for having an excellent team of contributing writers. The Rum University is also growing rapidly, we are now offering over 14 different formal courses designed specifically for industry members. We plan to keep adding courses to the lineup. 

2016 will be a very exciting year, I am energized just thinking about the existing projects we have, but I am also thrilled because I know there will be additional engagements that will help us in our mission to elevate the perception of rum as a quality distilled spirit.

Paul E. Senft - Rum Reviewer

I know you are always on the quest to find new rums to review, so for this journey do you have any travels planned for 2016?

My wife and I are busy figuring out 2016 travel. A nice quiet beach is in our future, but we are also making decisions about what festivals and events to at tend. Finally making Tales of the Cocktail is high on my list as is taking a small group to a Caribbean island to explore and enjoy all it has to offer.

Have you seen a new trend emerging among the rums you reviewed this year? Is this trend showing the creation of new rums more for the mixology/tiki world versus a sipping one?

This year we have seen quite a few new gold expressions enter the market place from all over the world. I hope the trend of rums coming from different parts of Central America continues. We have also seen some companies such as Siesta Key raise the bar with their Toasted Coconut product. Some of the other flavored products that came out this year were just disappointing sugar bombs. Due to this, the Siesta Key product really stood tall against its competition.

Is this trend showing the creation of new rums more for the mixology/tiki world versus a sipping one?

From a mixology perspective I am seeing some changing of the guard on some back bars. There appears to be a trend of bars that specialize in rum cocktails moving away from the high volume producers and picking up brands that provide them the flavor profiles they desire. It is nice to see brands like Denizen, Plantation, Rhum Damoiseau, and Ron Cartavio getting the exposure to the public. The nice thing about a lot of these brands is the product is strong enough to be good in a cocktail or enjoyed neat with or without an ice cube. I really hope we see rum producers continue to release products this strong.

If companies want to have their rums reviewed by you, how should they proceed?

If a company wants their product considered for review they may contact me at: 

RumJourney@gmail.com or Paul@GotRum.com. They may also contact Margaret Ayala at Margaret@GotRum.com especially if they are interested in ad space or additional coverage.

Are you open to trying ANY type of rum or do you specialize in certain kinds?

At this time I am open to trying any type of rum, however I am picky about what flavored products I review.

Looking back at all of the rum events and rum- related travels you did this year, did anything in particular stand out?

Hands down the trip sponsored by Authentic Caribbean Rum/West Indies Rum and Spirits Producers’ Association stands out for me. It was great way to explore rums produced in the Dominican Republic and Haiti and spend time with some great folks in the Spirits industry.

What is your most treasured memory from 2015?

Being able to host seminars and tastings while introducing participants to a new cocktail or rum is always special. I love seeing the light bulb turn on when a person discovers something they really like.

Do you have a special message for your readers? Anything in particular they can look forward to seeing next year?

I cannot express enough how thankful I am for you taking the time to read my articles and reviews. The feedback is always appreciated and I enjoyed meeting many of you during my travels this year. I am working on my list of rums to review in 2016 and can say I have some interesting products to share with you. Thank you all for sharing this journey with me.

Philip Ili Barake - Tobacco and Rum

Tobacco and Rum Tobacco and Rum have been associated with warm, tropical climates. Plantation hats  and cocktails with paper umbrellas seem to describe them in the minds of most consumers. Do you think this imagery is beneficial or detrimental?

I believe tobacco and rum are very easy to imagine together and to actually pair. I always envision tobacco paired with a rum neat or on the rocks (as done with whiskeys) or mixed in a classic cocktail, just as we’ve explored in past articles. I find it hard to think about a pairing between a cigar and a rum cocktail with an umbrella, even if the cocktail has all the ideal qualities for the pairing. Being on the beach in the Caribbean, on the other hand, enjoying a cigar and a cocktail under an umbrella, is something that would be welcomed by most, even if the pairing is not perfect!

Last year we discussed the global trend of establishments doing away with indoor smoking. Is this trend still continuing and if so how is this affecting the tobacco culture?

In many countries, smoking indoors is now banned and just thinking about those places should make us happy about the ban. I, like many other cigar smokers, do not smoke cigarettes, and those places were always unpleasant. A cigar smoker typically looks for a comfortable place with good ventilation, where one can really enjoy the cigar without being bothered by its smoke. All cigar smokers will continue looking for, and congregating in, those special places that welcome us, they are and will always be, our tobacco temples.

Some of the large transnational rum companies are having difficulties growing, or even maintaining their markets. Why do you think this is happening?

Well, I can only speak about the Chilean market, where rum’s consumption exists mainly as a mixer with cola, I am referring to very basic rum brands. On top of this, there is a large consumption of national distillate (Pisco), also mixed with cola, making it harder for rum to grow. There are other additional factors, such as pice wars, which make the rum category very unattractive, dissuading other companies from investing in it.

I imagine that in rum producing countries, it is more a matter of rum brand selection (by consumers), pit ting locally-made rums with those imported from other countries. This type of natural competition is very healthy in the market, leaving it to the final consumer to make the correct decision for him/her. This is not the case in Chile, where the options revolve around what little is being imported. I can only dream that this situation will change in the future.

What is easiest, to get a cigar smoker who doesn’t drink rum to try rum, or to get a rum drinker who doesn’t smoke cigars to try one? Why do you think this is so?

I honestly believe that it is much easier to find a rum drinker who will be open to experiment smoking a cigar for the first time, given the imagery that surrounds the cigar world (status, quality).

It is harder to find a cigar smoker who is not already well versed in the world of distilled spirits. If that person is not already a rum drinker, more than likely it is because he/she is already commit ted to a different category.

In both cases, having a cigar and spirits specialty around would make both tasks much easier.

Do you have a special message for your readers? Anything in particular they can look forward to seeing next year?

I have been doing cigar and rum pairings for “Got Rum?” magazine for over 3 years! I have had great feedback, as well as questions about rums and cigars. I really hope that my readers have had the opportunity to reproduce some of the pairings themselves, I hope they have learned something from the experiences, just as I have learned from doing the pairings. I have learned a lot from this industry through the great team of rum aficionados in “Got Rum?”. I’m  thankful for the opportunity to increase my knowledge about the rum industry, especially given my geographic location. I promise to bring everyone another year of surprising pairings, with new rums that we may enjoy together!

Marco Pierinin - Rum Historian

Where does your passion come from, to relentlessly pursue the history and origins of rum?

At the University I studied Philosophy and Political Science, but my real passion has always been History. Then, life took me to other directions, but History has remained my intellectual passion and pleasure. When I met rum and decided to make a profession of it, I discovered that rum has a long, rich and fascinating history, yet little and badly known. In particular, what I found about its origins left me doubtful and dissatisfied. In the course of my studies, I had acquired the fundamental tools of academic research: how to make a bibliography, analyze a text, check sources and make correct quotations. So I thought that I could study the History of Rum with the commitment it deserves.

How important is it for the rum industry to understand and embrace its origins? How about for consumers, should they care, can it improve the manner in which they enjoy consuming rum?

As for the rum industry, marketing people know the importance of story-telling; it is enough to see the ads of many new and old rums on the market today. Sadly, often the story that goes with the product is sheer marketing, with few, if any, roots in real History. In the worst cases it is only empty words. And it’s a real pity, because rum has such a rich and fascinating history which can really add value to the product. As for consumers, I believe that knowing about the history of rum will contribute to taking it seriously, to giving it the place it deserves in the spirits family. Of course, the product then has to be up to its history, it has to be authentic and good.

It is common to say that “those who do not study (or understand) history are likely to repeat it”. What, in your opinion, are some of the aspects of rum’s history that are worth avoiding in the future?

More or less after WWII , big rum producers decided to compete with vodka on its ground. Most of the rums on the market lost their taste, flavor, color and became a sort of neutral distillate, without any identity. It was a mistake, which caused rum to be widely perceived as a low-class, cheap spirit. Over the last few years things have changed, though. The general trend today is towards premiumization, that is, higher-quality, more expensive products. Products with taste, flavor, and stories to tell. Fine, we rum lovers are happy.But all too often the same mistake is repeated; only today it is whisky that rum is made to compete with. So, it’s a race to declare more years of aging, with all possible systems, in all possible places. But rum is rum, it is not whisky. It ages naturally in a tropical climate,not in Scotland. It does not make sense to age it as much as whisky. What’s more, it doesn’t need to. On the contrary, in this way, yet again rum loses its identity and, consequently, part of its value.

“La Casa del Rum” has launched its own line of rums, how are they being received by your clients?

Yes, over the last few months we have launched 3 rums with our own label and we are very proud of this new step. The first one, La Casa del Rum N1 is a single cask from the Dominican Republic. The second one, La Casa del Rum N2 is a limited edition from Barbados. The latest one (for now), La Casa del Rum N3, is a blend of rums from Guatemala, Nicaragua and Trinidad. All three are very successful. Our clients love them, public and professionals alike. They greatly appreciate the effort we have made to get rums with our own label too. And they are encouraging us to continue on this path.

You have also been involved in rum training classes, attempting to elevate the knowledge of rum consumers in Italy. How is this working out?

We offer many kinds of training courses and we represent The Rum University in Italy. Among them, I’d like to focus on “White Rum Renaissance”. It is a basic two-day course. We explain what rum is, its origins, where and how it is produced and its legal framework in EU legislation. We also propose a simple, commodity analysis which helps read the labels and to orientate oneself in an increasingly crowded market. Then, we follow up with olfactory and gustative tastings and practical mixology demonstrations. Last, but not least we describe a trend of the Rum World in which we deeply believe: the revival of high quality White Rum. A White Rum to drink both neat and in a rum focused mixology which sets off its characteristics: the exact opposite of the cane vodka we have been accustomed to for too long.

What can your readers expect from you in 2015?

As our readers know, in October I published “American Rum”, the first of a series of articles about the History of rum in the US . In 2016 I want to study and write mainly on this theme, which really fascinates me. I have already found plenty of interesting material, even rare documents, and I hope to find more. I take advantage of this occasion to make an appeal to our readers: any documents, any leads you can give or mention to me will be very welcome!

Mike Kunetka - Rum In The News

As the official news reporter for “Got Rum?”, you’ve spent quite a bit of time in 2015 scanning headlines and reading through press releases. Are there any trends emerging that we need to be aware of?

The number of craft distilleries continues to grow by leaps and bounds, with a fair percentage producing at least one rum. During a recent visit to one of my favorite bottle shops, Hazel’s  in Boulder, I found four new local Colorado rums. And that’s just in my landlocked, Rocky Mountain state. Many of the craft distilleries now consider rum as a key part of their product offering, and not just a quick-to-market, cash generator. They are experimenting with new sugar sources, new distillation methods and new aging techniques. Hopefully, this enthusiastic search for innovation will result in some discoveries that will have long term benefits for the rum industry.

 We have also seen the number of new brands that source their spirits from distilleries in other countries. Without investing millions of dollars in a new distiller y or waiting a minimum of three to five years for their products to age, a company can offer a premium product very quickly. It seems that every other month brings another brand that was created with help of the great Panamanian rum master, Don Pancho Fernandez. Drawing on his years of distilling and blending expertise and an unbelievable inventor y of aged marks, he has worked with several companies to create wonderful, full flavored rums. I expect that in 2016, other master blenders with aged stocks will be developing new products for clever marketers.

Seems like more and more breweries are trying their hand at aging beer in rum barrels. What do you think about this, is it good for beer and/or for rum? Why is it that this approach seems palatable, whereas a rum aged in a beer barrels does not sound as good?

I think there are some possibilities, but they are limited. In fact, our friends in the whiskey world are already experimenting with this idea. In Ireland and Scotland, it is not uncommon for a patron to order both a glass of whiskey and a pint of beer. So William Grant & Sons recently released a blended scotch whiskey that was aged up to four months in ale casks. They claim the casks gave the blend a distinctively creamy, malty taste. The folks at Jameson;s Middleton distiller y have been sharing their used oak barrels with a local Irish brewery, Franciscan Well, where the casks are filled with a rich, Irish Stout. The Stout was very popular and sold out quickly. However, the collaboration did not stop there. The Caskmates Project sent the barrels back to the distillery, where they were filled again with aged Jameson whiskey. The extra finishing added notes of coffee, cocoa and hops. However, in these cases, both the beer and the whiskey shared the same malt heritage, so it is easy to see why the relationship works.

 Brewers generally use wooden barrels (as opposed to steel kegs) to age sour beers and  strong beers. The interaction of ‘regular’ beer, bacteria, wild yeasts and wood create the magical concoction we call sour beer. Some may say it is an acquired taste, but sours are one of the fastest growing segments in the brewing world. My first thought is that the acidic  components of sour beers would not add anything to rum, but I would love to be proved wrong. Aging strong beers in whiskey barrels has become quite commonplace in the last ten years and now, clever brewers have realized the complexity of rum and have star ted using rum barrels.

My favorite is Rumkin, a monstrous 15 to 18% ABV pumpkin beer from Avery Brewing, aged in dark rum barrels. I think there might be some limited possibilities for aging rums in barrels that held strong beers. Stouts and porters might add a hint of coffee. People have been aging rums in wine barrels for years, so why not in barley wine barrels? Personally, I would love to see someone take used Boston Beer Utopia barrels and f ill them with a sweeter rum like El Dorado, Zaya or Ron Zacapa.

We know you are an avid book reader and collector. Was there a rum book published in 2015 that you particularly enjoyed? Do you feel that, just like books do, rums also tell a story?

Two books that I enjoyed this year are Explore Rum and Atlas du Rhum. Explore Rum is from the Australian design house, HIP Media, who has published similar guides to whiskey, wine, beer, tequila and gin. As might be expected, the 216 page colorful paperback is a bit Australian-centric, but also has fair coverage of brands from other countries. Atlus du Rhum is a beautiful hardbound book that covers Caribbean rums/ rhums. Yes, it is in French. Coming out this month are two more books that show  promise, an Italian book called Il Rum: Storia - Caratteristiche – Tipologie by Daniel Sun and another French book called Livre du Rhum by Dirk Becker and Dieter Wirtz. I also can’t wait for a rum cocktail book by Martin and Rebecca Cate of Smuggler’s Cove fame.

 I absolutely agree that rums tell a story. As you can tell from my answers to your first and last questions, I have become fascinated with rum blends, especially multi - island blends. Last week we had a thirty- inch snowstorm in Colorado and I was trapped in the house. I have a tendency to go stir-crazy after a while, but decided to make the best of  things and sit by the fireplace with a good book and a good blended rum. As the night progressed and I refilled the glass, I forgot about the book and the snow and star ted thinking about the rum and which tastes and aromas came from which island. Was that Jamaica I was enjoying, or Barbados. That aroma, Guatemala or Dominican Republic? When I awoke several hours later, the f ire was out and the bottle was half empty, and unfortunately, the driveway was buried with snow.

What do you hope to see coming out of the rum industry next year?

I would like to see premium and ultra-premium brands escalate their marketing of rum as a premium spirit. It is fine for light, flavored and spiced rums to market themselves as party drinks or summer drinks, but I would like to see brands promote the sophistication, the taste and the variety of great rum. I think that the current popular it y of whiskeys has educated drinkers on the possibilities of brown spirits and opened their eyes to spirits with taste. I think we all agree that rum offers as much, if not more, variety than scotch.

As I mentioned before, I would like to see more multi - island blends. An older and wiser rum drinker explained it to me like this. A blender at one of the major distilleries is like a painter with a palette of the most amazing red hues. His vast experience at that distiller y and the wide selection of their marks allows him to create a beautiful picture, highlighting the best possible combinations of those red hues. But if he increases his palette to include yellows and blues, isn’t there a chance that a master blender might create a more colorful masterpiece?

Cris Dehlavi - The Muse of Mixology

What is it about mixology that you enjoy so much?

I have always been creative (I have been a musician my whole life, and always loved to cook) - - and I have always worked in the restaurant business, so mixology was a natural progression. I love the one on the relationships you make as a bar tender with your guests as well. Hospitality is the key to what I do and mixology allows me to be incredibly creative. I also have a true appreciation for spirits and their history.

Did you see any cocktail trends that were born or that died during 2015?

Sherry has become very popular in cocktails, as well as vermouths. Amaros continue to be prevalent, and there are more and more available. The bottled cocktail trend seems to be on its way out.

How do you feel about speakeasy bars? Are they here to stay?

I personally love them. The whole concept of a secret, illegal, hidden bar- -full of people enjoying cocktails and having fun during Prohibition is so cool. Now, of course, none of this is illegal.....but it sure is fun to walk into a place that is hidden, or unmarked, and have quality cocktails. I absolutely think they are here to stay.

Everybody talks about premiumization when it comes to the packaging and presentation of bottled spirits. How does this translate into the world of mixology, when the client is not necessarily looking at the packaging? What are the differences between a premium cocktail and a non-premium one?

I think as humans we naturally lean towards pretty packaging. (Marketing 101) However, there is a lot more to it when it comes to making a quality cocktail or just bar tending in general. What is INSIDE the bottle is much more important than how beautiful the bottle may be. A functional bottle is also really critical to being a fast efficient bar tender and there are definitely some bottles out there that although we may love the juice that is inside of it, it is difficult to pick up and pour from. I want to pay for what is INSIDE, not the fancy crystal bottle. My opinion of a premium vs. non-premium cocktail is the ingredients that are used: fresh juices, house made syrups and quality spirits. That to me makes a cocktail “premium” vs. bottled sour mixes and low end spirits.

Do you have a special message for your readers? Anything in particular they can look forward to seeing next year?

As I settle into my new role as a contributing writer for “Got Rum?” Magazine the readers can expect to see articles about mixology trends, reviews on rum cocktails I see in my travels, interviews with other bar tenders and cocktail recipes.