April 2021 - Rum In the News

                                 ELGIN DISTILLERY

The International Wine & Spirit Competition is one the most highly recognized wine and spirit competitions in the industry. Recently they published a list of the top ten rums not from the Caribbean. That list included rums from Japan, Australia, Brazil, Germany, and my home state of Arizona. I recently had the pleasure of spending several hours with Gary Ellam at the Elgin Distillery. Elgin is a small town, population 160, just north of the Arizona/Mexico border. Gary produces no less than eight rums. His rums have won numerous IWSC awards, including Best of Class and Best in Show for his Regallo de Vida Gran Rum. This year the Elgin Distillery won a Silver Medal (93 points) for its 9 Triple 3 Rum, thus earning a position in the Top Ten Rums, not from the Caribbean. https://www.elginwd.com/distillery

                                            BACARDI

Talented finalists from around the world will take the global stage to compete in the BACARDÍ Legacy Cocktail Competition. The postponed 2020 Global Final will go virtual in 2021, as the emphasis is shifted towards helping the finalists and wider bar industry recover from a hugely challenging year. This year, Bacardi is offering all finalists the opportunity to secure a US$5,000 grant, in addition to competing for the global title in June. The grant will fund each competitor’s time to devise and develop a project or enterprise that supports the industry’s recovery, following the huge impact the pandemic has had across the bartending world. The El Coco grant is named after the ‘El Coco’ palm tree planted in front of the first BACARDÍ distillery in Santiago de Cuba, which has come to symbolize strength and resilience. The grant will be paid directly to each of the 2020 global finalists upon receipt of their project idea. The competitors will then be invited to bring their original ‘Legacy’ cocktails to the world and compete for the global title in a live-streamed virtual competition, with the winner announced on June 30th. The BACARDÍ Legacy Cocktail Competition aims to challenge bartenders from around the world to find the BACARDÍ rum cocktail with the greatest potential to establish itself as a classic and join the pantheon of BACARDÍ Legacy cocktails alongside the Mojito, Daiquiri and Old Cuban. The cocktail competition has various national stages, culminating in a global final in which each national winner competes to become the BACARDÍ Legacy Global Champion. A ‘BACARDÍ Legacy cocktail’ is more than just a great tasting drink, it is a drink that will stand the test of time and become a classic. https://www.bacardi.com/culture/legacy/

                                   CAPTAIN MORGAN

Austin FC, the 27th club in Major League Soccer (MLS), announced today that it has entered into a multi-year sponsorship agreement with Diageo North America, a leader in beverage alcohol with an outstanding collection of some of the industry’s most iconic brands. Diageo North America made its first significant investment in Major League Soccer in 2019 when it entered into a deal that established Captain Morgan as the league’s exclusive spirits partner. This multi-year partnership with Austin FC marks a reinforcement of the brand’s commitment to not only the game of soccer in the United States but also to the city of Austin and the dedicated fans that have waited years for this historic inaugural season. The groundbreaking founding sponsorship agreement establishes Captain Morgan as an Official Partner of Austin FC and grants Captain Morgan entitlement rights to the Q2 Stadium East Club hospitality area, which now becomes The Captain Morgan Club. The brand-new, state-of-the-art bar and club will provide East Club members with an exclusive, top-flight food and beverage experience during Austin FC home matches and events hosted at Q2 Stadium.“

We know that Austinites have a fondness for indoor-outdoor gathering spaces, and we are proud to introduce The Captain Morgan Club as the official name for the East Club hospitality area at the stadium, which will offer an indoor-outdoor gathering space that is unique to MLS stadiums for members and non-members alike,” said Andy Loughnane, President of Austin FC. “We look forward to opening the doors of the Captain Morgan Club and providing fans with an unforgettable experience for many matchdays to come.” The signature indoor-outdoor design of The Captain Morgan Club will produce one of the most distinctive hospitality destinations within sports and entertainment. “Since Diageo and Captain Morgan signed its first official partnership with Major League Soccer in summer 2019, we have witnessed the sustained expansion of the league and continue to be excited by the sport’s ultra-passionate fanbase. It’s just a great time for the growth of the sport here in the U.S.,” said Ed Pilkington, Chief Marketing and Innovation Officer for Diageo North America. “Matching that fan passion with a city like Austin, TX, rich with personality and culture is a great cocktail!  We can’t wait to put down our roots and witness that passion in Austin’s first major professional sports team. All of us at Diageo look forward to working with Austin FC to show the club’s supporters and the city that Diageo and Captain Morgan are committed to providing them with the top-tier gameday experience they deserve.”

In other news, Captain Morgan has released Captain Morgan Tropical, a combination of the classic fine Caribbean rum with a combination of pineapple and juicy mango. Last year, Captain Morgan released a similar offering under the name Captain Morgan Tiki. https://www.captainmorgan.com/

                      LA HECHICERA – PERNOD RICARD

Pernod Ricard announced the signing of an agreement for the acquisition of a majority stake in La Hechicera, a Colombian ultra-premium rum launched in 2012 by Miguel and Laura, members of the long-established spirit-producing Riascos family, along with their friend Martamaria Carrillo. The family has been in the rum business for three generations with Casa Santana Ron y Licores. La Hechicera (“The Enchantress”) became a gold standard in upmarket rum, thanks to its multi-award-winning La Hechicera Reserva Familiar, a blend of rums without added sugar, aged in former bourbon barrels made of American white oak. The brand’s unique craftmanship makes La Hechicera one of the most exclusive high-end rums. Two other experimental and innovative rums have since complemented the La Hechicera range: Serie Experimental # 1, finished in Muscat casks and Serie Experimental # 2, naturally infused with organic banana. The brand is already popular among rum enthusiasts, not only in its native Colombia but also in several international markets such as Europe and the US, as well as in Global Travel Retail.  Miguel Riascos, the brand’s co-founder and Managing Director, said: “Due to its previous successful collaborations, Pernod Ricard has shown itself to be the partner of choice for La Hechicera. Pernod Ricard’s passion for terroir and its extensive distribution network will ensure that our brand remains true to its Colombian roots and the vision of its creators while reaching new consumers.” In recent years, Pernod Ricard has successfully strengthened its comprehensive portfolio of specialty brands from around the world, with partnerships and acquisitions such as German ultra-premium gin Monkey 47, American whiskeys Smooth Ambler, Jefferson’s, TX and Rabbit Hole, Mexican mezcals Del Maguey and Ojo de Tigre or more recently Spanish vermouth St. Petroni, among others. The closing of the transaction, expected in the coming weeks, is subject to certain customary conditions. https://pernod-ricard.com/, https://www.lahechicera.co/

                                        APPLETON

The Jamaica Gleaner reported that this year’s Jamaica Rum Festival (JRF) online seminars acted as the launchpad for the Appleton Estate 15-Year-Old Black River Casks. Appleton Estate unveiled the newest expression, comprising a blend of rare and hand-selected pot and column-still rums, aged for a minimum of 15 years, which has not yet been released to the local market. Revered Appleton Estate Jamaica Rum Master Blender, Dr. Joy Spence, personally signed the bottles of premium aged rum which were presented to participants registered for the Appleton Estate Ultra-Premium Rum Experience seminar. “The absence of face-to-face seminars made us think outside the box as to how we could create a unique experience at home,” Spence told the Gleaner. With the virtual experience being the first of its kind, she added, “Participants will learn much more about appreciating premium rums while experiencing pairing in a unique way.” Participants were educated on the brand’s unique history and manufacturing process, and as rum enthusiasts, got the chance to enjoy and appreciate the complex flavors of the Appleton Estate range of premium, award-winning expressions. “They also received a 750 ml bottle of the Appleton Estate 15-year-old Black River Casks personally signed by me. It reveals aromas of toasted almond and delicate hazelnut followed by intense orange peel, rich vanilla, and subtle hints of medium roasted coffee and molasses. The finish has delicate spice with fruity subtle oak ending with a creamy lingering finish,” Spence shared, speaking of the qualities of the Appleton Estate 15-Year-Old Black River Casks and why it’s a must-have for any rum connoisseur. The JRF’s Appleton Estate Joy Spence Master Class Seminar Experience took place on Wednesday, March 24. Spence shared that a special kit had been created to make the virtual experience engaging, and as close as possible to the event where participants interacted in the same space. “They [the participants] received bottles with orange peel, vanilla pods, nutmeg, roasted coffee beans, and chocolate for a sensory experience. In addition, they received unique food pairing items for tasting with our premium rums,” she said. “All of these were packaged in a branded wooden box which will be a special keepsake for their homes.” A rich, full-bodied rum, the Appleton Estate 15-Year-Old Black River Casks may be enjoyed ‘neat’ or with a few cubes of ice. The new introduction to Appleton Estate’s assorted rum collection establishes a super-premium positioning with a limited number of bottles available annually. Globally, producers are tapping into the premiumization trend with the premium aged rum category in high demand within the spirits industry, with Appleton Estate’s portfolio of rums being named in the top 10 bestsellers. As a result of this, the brand Appleton Estate has been activating rum and food-pairing experiences globally to showcase the beautiful and complex flavors of their rums and how they can be enjoyed with various foods said, Spence. “We have worked with several famous Jamaican chefs to promote these experiences, and this has created quite a stir in the industry,” she said. https://www.appletonestate.com/

                                       KOLOA RUM

The Wine & Spirits Wholesalers of America (WSWA) announced the craft, startup, and small production Brand Representatives joining the 2021 WSWA Advisory Council. Eleven emerging brands from across the country have joined the initiative that will feature expert guidance, resources, and best practices to help brands navigate industry challenges and identify opportunities to get to market. Among the eleven representatives chosen was Bob Gunter, President and CEO of Koloa Rum. “I’m honored to have been chosen as a Brand Representative on the WSWA Access Advisory Council and look forward to working alongside the council members to develop the resources, guidance, and solutions that will help craft spirits brands succeed in a crowded and often complicated marketplace,” said Gunter. “We have overcome so many challenges in our 11+ years in business, and I’m grateful for the opportunity to come together with this talented group of craft, start-up, and small production wines and spirits brands as we map out a path to future success.” WSWA is the national trade association representing the distribution tier of the wine and spirits industry, dedicated to advancing the interests and independence of distributors and brokers of wine and spirits. Founded in 1943, WSWA has more than 380 member companies in 50 states and the District of Columbia, and its members distribute more than 80 percent of all wine and spirits sold wholesale in the United States. https://koloarum.com/, www.wswa.org 

                                      SANGSORN

SangSom Thai Rum brand reveals the new drinking experience with the “Bucket For 1”, a SangSom’s redesigned alcoholic bucket features a special lid design. This carrying bucket is a part of its “Not Sharing is the New Caring” campaign aiming to ensure Thais and visitors can enjoy the new partying experience during the pandemic with consideration and social responsibility. SangSom redesigned the iconic “Sharing Bucket”, a popular alcoholic bucket at the famous full moon party in Thailand, to be a “Bucket For 1”, to ensure safe partying for all shaping new behavior under the current climate. The new design is made perfect for individuals and has a special lid design that lets party-goers twist and turns to mark the initials to prevent mix-up, giving a whole new meaning to responsible drinking and partying. Thailand is one of the most successful countries in containing the pandemic, it’s also one of the first to lift its lockdown regulations. As of now, the "new normal" life has resumed in the land of smiles. People are getting back together, but with some precautionary measures and new etiquette, such as the saying that "sharing is not caring’" anymore. https://youtu.be/JRoqsn_s3hk

                                     HAVANA CLUB

In an attempt to bring more millennial and Generation Z consumers into the Rum category, Havana Club has introduced Cuban Spiced (35% ABV), a combination of 100% Cuban rum and ‘exotic flavors and warming spices’. It also aims to capitalize upon recent growth within the ready-to-drink category by launching Havana Club Cuban Spiced mixed with cola in an RTD format. Anne Martin, Global Marketing Director at Havana Club International, told Spirit Business “The concept behind Havana Club Cuban Spiced was to create a product which would appeal to a growing audience of spiced fans while also celebrating our renowned double-aged rum for which we are famous. We know that more than two thirds of young adults that purchase rum opt for spiced offerings, so we have created a fusion of exotic flavors that will appeal to these drinkers. The result is a perfectly balanced offering that’s tropical on the nose, sweet on the palate, and finished off with warming spices and hints of nutmeg and cardamom for a delightfully warming edge. We are confident that the gender-neutral look and feel of the bottle will stand out on the shelf while its vibrant flavor will make this a modern-day cocktail staple.” https://havana-club.com/

                      AUDIBLE – THE HISTORY OF RUM

For those not familiar, Audible is the audio-book division of Amazon. They have audio versions of thousands of books, including most best sellers. They also have offerings from The Great Courses, which are lectures on various subjects given by noted college professors. Recently, while searching for the next book to listen to, I came across a Great Course called The History of Rum by historian John Donoghue of Loyola University Chicago. Donoghue says “The history of rum is a tale of both sweetness and sorrow. If told correctly, much like a good bottle of Jamaican Overproof, it burns while it inspires.” I didn’t find much of the sweetness he talks about. This is not a history of your favorite brand or distillery. Professor Donoghue blends politics and economics with culture and beverage appreciation. The course reveals how the history of rum not only shaped the drinking culture of the early modern and modern worlds but how it also helped determine the wider histories of piracy, the horrors of slavery, the slow progress of abolition, the poor treatment of Native Americans and the effect on global capitalism. There are ten lectures that run a total of five hours and twenty minutes. https://www.audible.com/

                                    BARBANCOURT

Société du Rhum Barbancourt, the family-owned and operated rhum producer, established in Haiti in 1862, has appointed BCI as their representative and advisor for the U.S. and Canadian markets. In this new role, BCI will work hand in hand with Société du Rhum Barbancourt and will advise on strategy and successful execution, supporting the growth of the brand alongside Crillon Importers LTD., which has served the brand for over 20 years and will remain the sole and exclusive importer within the USA and Canada in the years to come. Barbancourt rhum is made using only freshly pressed sugar cane juice, without the addition of molasses or flavoring agents. The Barbancourt rhum is then distilled applying a proprietary method inspired from the ancestral “Charentaise” stills used for the most exquisite eaux-de-vie from the Cognac region of France. Barbancourt rhums are then aged in French white oak casks to create a refined and subtle spirit. Jean-Marc Gardère and Michel Gardère, general managers of Barbancourt, said, “We are excited to be partnering with BCI and Jean-Francois Bonneté. The U.S. market is the most important export market for our company and for our brand. We look forward to accelerating our growth working together with BCI and building on Jean-Francois’ track record in brand building.” Jean-Francois Bonneté, CEO of BCI, said, “We’re incredibly honored to be able to represent and contribute to the growth of this iconic brand. We believe Rhum Barbancourt to have a great potential in the U.S. market and we look forward to working closely with Barbancourt partners.” www.barbancourt.net 

                                           EMINENTE

Moët Hennessy traveled to Cuba to create Eminente. The island’s rich terroir, a tradition of quality sugar cane, and the expertise of generations of Rum Masters combine to make Eminente synonymous with a new exceptional spirits experience in the rum category. To create an authentic Cuban rum, Moët Hennessy turned to César Marti, Cuba’s youngest Maestro Ronero (Rum Master) and a member of a family specialized in sugar who grew up surrounded by sugar cane fields in Villa Clara province in the center of the island. Eminente expresses the terroir of the heart of Cuba, joined by the best of neighboring regions. Like Occidente, or Western-style rum made near Havana, Eminente is perfect for cocktails. And like Oriente, or Eastern-style rum, it is ideal for sipping. With a harmonious balance that is at the same time robust, smooth yet complex, this new Cuban rum perfectly expresses the art of blending aguardientes, or eaux-de-vie, mastered by César Marti. High-quality molasses from sugar cane is distilled to 75% ABV, creating subtle Cuban eaux-de-vie with rich aromas. They are aged in ex-whisky white oak barrels. To give them vitality, the aguardientes are then blended with light Cuban rum of 95% ABV and then aged again, generally for a minimum of seven years. With 70% older aguardientes, the Eminente blend is the most aged of all Cuban rums. “Our spirits brands cultivate excellence in viticulture, distilling, selecting eaux-de-vie, ageing and blending. We are proud to draw on our 250 years of experience to create an exceptional new Cuban rum,” says Philippe Schaus, President and CEO of Moët Hennessy. The new Eminente premium Cuban rum is available at selected beverage retailers, hotels, restaurants, and bars in France, the United Kingdom, Germany, and the Czech Republic. www.eminente.com