Issue link: http://digital.copcomm.com/i/10329
Coming of Age Rum has come a long way since the days when Bacardi and its classic light Puerto Rican style was virtually the only show in town. While Bacardi still commands center stage, it’s had to share the spotlight for some time now with Captain Morgan’s wildly popular spiced rum. And lately those two category leaders have been joined on retail and bar shelves by a large cast of other intriguing options, from Martinique’s rhums agricoles to Jamaican pot still rums to Demerara rums from Guyana—not to mention the vast array of flavored rums that have hit the market. “Rum has essentially been unbranded,” says John Pennacchio, Director of Spirits for Kobrand, importer of the Appleton Estate and Coruba brands from Jamaica as well as Depaz from Martinique. “The non- branded approach created volume, but not branded entities that resonated with the consumer. Aged products like Appleton are changing that.” Pennacchio compares rum’s current status to that of tequila a couple decades ago, when few people could name a brand beyond Jose Cuervo. “There was an opportunity for premiumization,” says Pennacchio, an opportunity that was first seized by Patrón. “Rum is sort of there now,” he says. “The aged rum segment is ripe for growth.” Rather than looking to persuade rum drinkers to trade up to Appleton Estate Reserve (a blend of 20 aged rums) or its 12 Year Old rum, Kobrand is looking to lure converts from the ranks of cognac and whiskey sippers. “Our approach is: ‘Are you looking for a Scotch? May we suggest a rum?’,” says Pennacchio, echoing a line from Appleton Estate’s current con- sumer advertising campaign. The 12 Year Old has particular appeal to single malt Scotch drinkers, claims Pennacchio, because it’s an age they’re accustomed to seeing in their drink of choice. Ron Abuelo, produced in Panama by family-owned Varela Hermanos, also recently released a 12 year old rum. The 12 Años joins the 7 Años and the Añejo (a blend of rums aged a minimum of five years) in Ron Abuelo’s lineup of highly regarded aged rums. Other brands that also offer 12-year-old rums include Cockspur from Barbados, El Dorado from Guyana, Flor de Caña from Nicaragua and Zaya from Trinidad & Tobago. Aged rums such as Appleton Estate Reserve are changing consumers’ view of rum. “Premium and super-premium rums are growing at high rates, but they are still a very small percentage of the overall category, and consum- ers have traditionally been under- exposed to quality rum,” says Amy Weisenbach, Rum Category Director for Beam Global Spirits & Wine, who acquired the Cruzan brand in 2008. “Marques such as Cruzan Single Barrel Rum, which is crafted to be sipped neat, have helped solidify the brand’s premium quality.” may 2010 / the tasting panel / 101 Cruzan Single Barrel is an aged rum crafted to be sipped neat. PHOTO: RYAN LELY