From the Editor
The month of April, associated in the Northern Hemisphere with the earth reawakening after winter, often brings the spring storms that inspired the famous proverb, “April showers bring May flowers.” This proverb explains weather and nature cycles that have existed since before humans. It was most likely modernized from the line “Swéete April showers, Doo spring Maie flowers” from a poem by 16th-century author, Thomas Tusser (A Hundred Good Points of Husbandry).
Luis Ayala
The name April comes from the Latin “Aprilis,” likely related to “aperire,“ meaning “to open,” a nod to spring’s arrival. The month’s name has also been attributed to Apru, which is Etruscan for the Greek goddess Aphrodite, associated with love, beauty and fertility.
Regardless of the origin of its name, its current position in the modern calendar places it as the gatekeeper of Quarter 2. It is hard to imagine that Q1 has already washed off and that the second half of the year is marching towards us with vengeance!
The headlines around us continue to highlight distilleries, breweries and wineries facing financial challenges. There is also talk about a mega acquisition (in the form of Pernod Ricard acquiring Brown Forman), and a few stories of success and hope, as few brands open new facilities and/or visitor centers.
If you are a distilled spirits brand owner/operator, are you ready to “soak the rain” in April, to give birth to new ideas/products in May? Or are you waiting for a different type of reawakening that will propel you into the future?
In the rum world, the numbers in North America are clear: premiumization continues its upward trend, especially in the RTS and RTD markets. While some brands are -sadly- disappearing, new ones are replacing them almost as quickly.
Wishing that everyone survives the storms (real and metaphorical) and lives long enough to enjoy the flowers that will invariably follow.
Cheers!
Luis Ayala, Editor and Publisher
http://www.linkedin.com/in/rumconsultant