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Rum is a global phenomenon that’s changing the spirit landscape in the United States. Whereas most spirits are associated with a small handful of originating countries, rum is handcrafted across the spectrum on latitudes. There are several new brands of rum available in the United States that best illustrate the point. Take for example highly acclaimed Starr African Rum. Distilled from sugar cane grown on the African island of Mauritius, the column-distilled rum is light-bodied, aromatic and brilliantly flavored. It’s marketed in an attention-grabbing red pyramid-shaped bottle and imported by Starr African Rum LLC of Beverly Hills, CA. The newest premium American entry is aged Prichard’s Fine Rum from Kelso, Tennessee. Our country has had a long association with rum and Prichard’s is the closest representation of a traditional American rum that exists. It’s made from sugar cane molasses from Louisiana, spring water and double distilled in copper pot stills. To ensure smoothness it’s aged in small American white oak barrels. The distillery’s range also includes five-times distilled Prichard’s Crystal Rum (80 proof), Prichard’s Cranberry Rum (70 proof) and Sweet Georgia Belle, a savory peach and mango rum-based liqueur (70 proof). The next lottery pick comes from Trinidad. In April, Moët Hennessy launched 10 Cane Rum, a super-premium rum distilled from the first pressing of the cane grown in rich, volcanic soil. The brand exudes elegance. It’s crafted in copper alembic stills and aged in small French oak barrels for 6 months. The introduction of 10 Cane Rum is glad tidings for the growing legions of people who appreciate ultra-fine silver rums. After many years absence, Rhum Clement is once again available in the United States. Made since 1887, estate-bottled Rhum Clément is one of the preeminent rhum agricoles, a traditional style of rum in which fresh cane juice is distilled, rather than molasses. The range includes Clément Première Canne, an ultra-premium silver rhum; Clément Créole Shrubb, an 80-proof liqueur made from silver and aged rhums and orange peels; and Clément V.S.O.P. Rhum, an exemplary barrel-aged rhum. The brand is imported by ClémentUSA in Brooklyn, New York. The last of these fast-tracking new brands is artisan Charbay Rum. Created at family-owned Domaine Charbay in St. Helena, California, their super-premium rum is triple-distilled in an alambic Charentais pot still from a proprietary blend of Hawaiian and Caribbean sugar cane syrup. The renowned spirit producer also markets Charbay Tahitian Vanilla Rum, which is infused with Tahitian vanilla beans. Both are priced at $38 per 750ml and available nationally. American Market Sizzling “One of the keys factors behind rum’s tremendous success is its attitude,” says Lori Tieszen, senior vice president at Moët Hennessy, importer of 10 Cane Rum. “The relaxed persona of rum is a welcome relief from austere products, such as vodka. Rum hails from exotic places and brings with it an attitude of fun, relaxation and enjoyment. It has an easy going, laid-back attitude that most everyone can relate to.” As the national brand manager for Mount Gay Rum, Todd Schuessler is a bona fide expert on conveying rum’s contemporary message. “I think people more than ever feel the need to reconnect with others. Rum has a unique ability to help consumers do that. Our rums and others come from the Caribbean where joy and happiness are a way of life. It’s something that’s striking a responsive cord among many different demographics.” Stuart Kirby of Captain Morgan and Diageo explains that rum’s broad market appeal explains the category’s dynamic growth. “The primary market segments for rum are men and women between the ages of 21-29. Its rich flavors, mixability and affordability make the whole category attractive to consumers.” Kirby could have also added that those are the very qualities that have quietly propelled Captain Morgan into the third largest spirit brand in the U.S. John Gomez of group marketing director for Bacardi thinks that much of rum’s success can be attributed to its unrivaled mixability. “Existing consumers are responding to the proposition of mixed drinks made with rum, as evidenced by the growing popularity of the Mojito. Vodka does little for a cocktail, while rum gives it a personality. Seventy-one million people turned or will turn the legal drinking age from 1997 and 2015. That expanding population will only bolster rum’s overall franchise.” Jeffery Zarnow, CEO of Starr African Rum, agrees that the cocktail culture has propelled rum to the forefront, adding that the Mojito has become the third most ordered drink in New York City. “Another factor is certainly the growing influx of super-premium brands, such as Starr African and others. Up until recently, there were not many high-end rums in the marketplace. Spirit consumers now prefer super-premium brands. It’s one of the only luxury items that many people can easily afford.” “Look for the super-premium segment of the rum category to grow rapidly now,” contend Moët Hennessy’s Lori Tiezen. “For a luxury rum like 10 Cane, its consumers are ‘opting out’ of other spirit categories and switching from other super-premium brands. As more upper echelon rums become available, expect to see a significant exodus of consumers from the other spirit categories.” Another propelling force in rum’s climb to stardom is the American consumer’s continuing education into the differences between spirits. Enthusiasts and aficionados are becoming more knowledgeable about rum, the nuances between the different appellations and quality factors such as methods of distillation, water source and aging styles. Leading Brands Watch Their world famous range now includes Bacardi Carta Blanc, Superior Gold, Bacardi Select and Bacardi Añejo. Super-premium añejo Bacardi 8 Reserva Superior is crafted from an 1862 recipe, a blend of continuous-distilled and pot-distilled rums and aged a minimum of 8 years in charred American white oak barrels. Bacardi has maintained its strong presence in the flavored rum segment. The company’s flavor portfolio includes Bacardi O (orange), Limón (citrus infused), Bacardi Razz (raspberry), Bacardi Vaníla (vanilla) Bacardi Cocó (coconut) and new Bacardi Big Apple Rum. Diageo has firm control of the second, fifth and eighth sales slots with Captain Morgan, Parrot Bay and Myers’s, respectively. These “Fast Track” brands experienced double-digit growth in 2004, with Captain Morgan growing 10% to 4.15 million cases and the Parrot Bay brand increasing 38% to 609,000 cases. Diageo has extended the Captain Morgan range with the release of Captain Morgan Tattoo, a black spiced rum with a “sweet-to-heat” finish. “The launch of Captain Morgan Tattoo was inspired by consumers telling us that they are looking for a deeper, yet bolder relationship with the brand,” said Hernando Ruiz-Jimenez, vice president and national brand group director. “For those consumers who are looking for a more spirited drinking experience, Captain Morgan Tattoo offers a new, exciting way to enjoy Captain Morgan other than with our signature Captain & cola.” Not resting on its laurels, the Parrot Bay range, which already includes Parrot Bay Pineapple, Parrot Bay Coconut and Parrot Bay Mango, added a fourth with the launch of Parrot Bay Passion Fruit. “Its introduction will fill consumers’ growing demand for increased versatility in cocktail options,” says Ruiz-Jimenez. Sitting alone in the third spot is Malibu Caribbean Rum, which after 20 years continues to be the bestselling coconut-flavored rum in the United States. Its sales surged 25% in 2004 to 1.3 million cases sold. Following the successful introduction of Malibu Mango and Malibu Pineapple Caribbean Rums, the brand has expanded its franchise with this year’s roll-out of Malibu Passion Fruit Rum. Imported by Jim Beam, Ronrico Puerto Rican Rums is the sixth best-selling brand of rum in the country. Made at the Serrallès Distillery, the popular range includes a white and gold version, as well as three flavors, Vanilla, Citrus and Pineapple Coconut. “Ronrico appeals to a wide demographic because of its high quality, great taste, outstanding value and varied offerings,” says brand director Carl Larsen. Perennial heavyweight Cruzan Rum holds down the seventh spot with annual sales of 435,000 cases, an increase in 2004of 14.5%. Among its all-star line-up of Virgin Island rum is Cruzan Black Strap, a blend of medium- to heavy-bodied aged rums that is barrel-aged after blending. The rum has so many layers of refined flavors that it drinks a bit like an alembic brandy. Cruzan Single Barrel Estate is a limited production, handcrafted spirit made from a blend of triple-distilled rums. The constituent rums are aged up to twelve years in oak bourbon barrels and recasked for secondary aging. Cruzan is another pioneer of the flavored rum segment. Made in St. Croix, the 55-proof rums are triple-distilled and aged in oak bourbon barrels between 2 and 3 years, after which, they’re filtered and natural flavorings are added. The distillery’s flavor portfolio has grown to eight with the 2004 additions of Cruzan Raspberry Rum and Cruzan Mango Rum. New to Cruzan’s repertoire is a line of 30-proof fruit-based liqueurs called Shakka, a Hawaiian word meaning “How’s it going?" Created with bartenders in mind, the highly mixable liqueurs come in three flavors—grape, kiwi and apple—and carry a suggested retail price of $19.95. Sales of Mount Gay continued climbing in 2004, increasing another 12.7% to 190,000 cases. Imported by Remy Amerique, Mount Gay is the oldest and most recognized brand of the Barbadian rums. The prestigious line includes best-selling Mount Gay Eclipse, Special Reserve and Mount Gay Extra Old, a blend of the oldest, most prized rums in the Mount Gay reserves. “I believe consumers care increasingly more about the rum in their glass,” says Mount Gay’s Schuessler. “There is still a lot of education to be done, but we are moving towards creating a far better understanding of rum. Contrary to vodkas, rums are unique and one can perceive the differences easily. We believe consumers can taste the quality that goes in every one of our bottles.” In 2004, the distillery launched its first flavors with Mount Gay Vanilla and Mount Gay Mango. Both of the 70-proof blend of Mount Gay Eclipse rum and natural flavors—Madagascar vanilla and Mexican mangos. Appleton Estate Jamaica Rum had a banner year in 2004, increasing sales 18% up to 144,000 cases. Imported by Brown-Forman, the distillery’s flagship is the altogether luxurious Appleton Estate 21-Year Old, a blend of pot-distilled and continuous-distilled Jamaican rum aged in American white oak barrels for a minimum of 21-years. “I believe that the majority of consumers are in the initial discovery phase when it comes to añejo rums,” says Chuck Shive, brand manager for Appleton Estate Jamaica Rum. “They’re discovering that “sipping” rums are equal in quality with other premium spirits and that aged rums make fabulous cocktails and drinks.” The Appleton Estate range includes popular Appleton Estate V/X, Appleton Estate Extra, and new to the United States, Appleton White Jamaica Rum, an aged rum slowly filtered to remove all trace of color. Up and Coming Brands
 Caribe Rum: The Original Guide to Caribbean Rum and Drinks Catch a Rum State of Mind! Choose from over 400+ thirst-quenching, delicious rum recipes, plus a rum line-up that will knock your socks off…guaranteed. This is an invaluable blueprint for successfully mastering every type of rum cocktail imaginable. Start with a savory Holiday Isle Piña Colada or the elegant Black Tie Martini, perhaps a Malibu Sunset or the Limón Runner. Everything you'll ever need to know about rum.
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