Issue link: http://digital.copcomm.com/i/72473
CATEGORY REPORT "The premiumization of rum in terms of price and quality is both a leading indicator of the market. On the one hand, you have consumers actively engaged in discover- ing new brands and rediscovering more established rum brands. On the other hand, there are brands that were once considered sipping-only rums that are now moving into the realm of mixology and reintroducing themselves to today's cocktail consumers." Also fueling the trends, Ayala believes, is the increasing numbers of American micro- distillers entering the rum market with their own take on the spirit. One such pioneer is Phil Prichard, maker of critically acclaimed Prichard's Fine Rum, which he distills from Louisiana sugarcane molasses and limestone- filtered spring water at this distillery in Kelso, Tennessee. According to Prichard, he chose to distill rum as his inaugural spirit for several reasons. "When we started our distillery, the rum category was growing by as much as 3% annually. Rum's growth is due in part to its 'fun in the sun' persona. It's highly mixable and is irreplaceable in cocktails. There also is a huge variety of rums with which to experiment. The world of premium rums offers the sophisticated consumer the opportunity to enjoy these spirits neat. Yes, I think the premium rum category will continue to grow for the foreseeable future." In addition to its approachability and unsurpassed mixability, master mixologist Brian Miller thinks the tiki revival may be a factor in rum's surging popularity. Miller is the host and featured bartender at Tiki Mondays at New York's Lani Kai, a restaurant and cocktail lounge located in the Soho district. "In this cruel economic environment and highly illogical political time, people are looking for an escape. What better way to do it than with a tall rum drink in your hand? It may be a trend for some, but for the rest of us, it's a way of life. As Don the Beachcomber used to say, 'What one rum can't do, three rums can.' The blending of rums in a drink is truly an art and can take the cocktail to a whole other level. But I like to take that just one step further. Anything you can do, rum can do better. Try preparing a Sazerac, Negroni, Manhattan or an Old Fashioned with rum—it'll change your life." The Original Pink Pigeon Rum Pulling the cork stopper from the bottle of The Original Pink Pigeon Rum is all it'll take to convince you that you're in the presence of greatness. The rum's glorious aromatics practically fill the room with the enticing fragrances of vanilla, spice, orange zest and luscious tropical fruit. Heady as that experience may be, by all means don't stop there. This recent arrival has more enticements in store…a lot more. Pink Pigeon is handcrafted at the Medine Sugar Estate on the island nation of Mauritius, which is located in the Indian Ocean off the southwest coast of Africa. Founded in 1926, Medine is the island's oldest distillery. The single estate rum is distilled from molasses in a continuous still, then infused for six months with vanilla from Madagascar and the Reunion Islands and bottled at 40% alcohol (80 proof). The most extraordinary feature of this super-premium offering has less to do with how it's made and more with how it performs in the glass. The shimmery gold rum has a satiny, lightweight body and a wafting bouquet. Its creamy smooth entry quickly fills the mouth with a delectable array of flavors, a complex affair of vanilla, nutmeg, fresh citrus and a touch of cinnamon. The rum lingers on the palate revealing added notes of dark chocolate and toasted oak. This intriguing rum is named after a rare species of pink pigeons that can only be found in Mauritius. Those looking for a guaranteed crowd pleaser for their backbars need look no further. Kudos! ANCHOR DISTILLING COMPANY july 2012 / the tasting panel / 111