Rum: The Tropical Attractant

Rum: The Tropical Attractant 

Rum, more than any other distilled spirit, is unquestionably associated with tropical paradises:  their climates, warm people, music and the fruits grown therein. Coconuts, our featured topic this month, also share this association, so there is no doubt why many people who enjoy one would also enjoy the other.

The association between rum and coconuts is such that casual conversation often refers to rum infused with coconut flavor as being “coconut rum” even though this moniker tends to imply “rum made from coconuts” which is incorrect, since rum can only be made from sugarcane.

There are a few facts related to fruit flavored rum products, facts that many consumers happily ignore:

• Most countries require that rum be sold at 40% ABV or higher, and many of these flavored concoctions are below this threshold.

• The amount of sugar added to these “rums” is enough to have them recognized as “liqueurs” under most regulations.

Rather than discussing the reasons behind multi-national companies seeking to promote their products as rums, as opposed to liqueurs, I would like to focus on why rum is such a good “canvas” or “background” for delivering exotic and enticing fruity blends to consumers. I believe that –through evolution- humans have developed and rewarded a predilection for sweet fruits, associating them with quick and easy sources of energy and electrolytes. This predilection remains with us, even in today’s society of electric cars and home delivery of groceries, making us crave anything and everything that smells or tastes sweet.

But coconuts have also taught us one thing: moderation! If you don’t know what I’m talking about, try drinking the water of more than 4 coconuts the same day and you’ll quickly find out (just make sure you’ll be near a bathroom for the remainder of the day!).

I hope you will enjoy your rum, with or without coconut, in moderation.

Cheers,

Luis Ayala, Editor and Publisher