Issue link: https://digital.copcomm.com/i/1249
80 / the tasting panel / june 2009 S ummer is rum season, and for 2009 there's a new player on the scene. Seagram's—one of the only major U.S. beverage brands with products in multiple categories, in- cluding number-one-sell- ing Seagram's gin—has just launched Seagram's Smooth Brazilian Rum. The new rum category entry is available as an original white rum as well as in two new fl avors: Seagram's Citrus Rum and Seagram's Raspberry Rum. All three offer- ings are blended for maximum smooth- ness and mixability, but their main appeal is the unique, exotic rum character native only to Brazil. Bal- anced taste profi les make these rums per- fect starting points for favorite poolside cocktails, including the Daiquiri, the Mojito and the Piña Colada, but no doubt today's rum-savvy bartenders will also fi nd the new products helpful in devising inven- tive warm-weather libations. "The rum category has grown by 10 million cases over the last 10 years, and is forecasted to grow by another 10 mil- lion cases in the next decade, offering the Seagram's trademark a signifi cant opportu- nity to increase sales and brand awareness," notes Craig Johnson, Marketing Director for Seagram's Rum. "In addition, the brand will be an attractive proposition for retail outlets, as consumers know and trust the Seagram's name." Why Brazil? "We tested concepts from around the world with consumers," explains Johnson, "and the exotic, mysterious quali- ties that embody Brazil emerged as having the strongest appeal. Brazilian rums are traditionally distilled to create a lighter spirit with citric, lemon notes, which is exactly what we were looking for." Seagram's Smooth Brazilian Rum is avail- able in a full range of formats, from 50 ml. to 1.75 L. sizes. Seagram's Brazilian Citrus Rum and Seagram's Brazilian Raspberry Rum are available in 1.75 L., 1.0 L., 750 ml. and 50 ml. sizes. The three rums are line-priced at sug- gested retail of $11.99/750 ml. Seagram's Smooth Brazilian Rum is imported by Pernod Ricard USA. Launch Pad New Rum Around Town Seagram's new Brazilian rum kicks off the summer season Seagram's Citrus Mojito 2 ½ ounces Seagram's Brazilian Citrus Rum 3 mint sprigs 2 lime wedges 1 tbsp. of sugar 2 splashes of club soda Muddle mint sprigs with lime wedges and sugar. Add Seagram's Rum and club soda. Garnish with mint sprig.