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Creative Campaigning Part of what makes rum so appeal- ing is the category’s sense of fun. A few brands take their campaigns a step further, targeting the passions and hobbies of specific demograph- ics. Whether prompting patrons to get a tattoo or join a social network, these brands manage to stay relevant in a virtual sea of offerings. Sailor Jerry Spiced Navy Rum Like all good Caribbean rums, Sailor Jerry starts with the careful fermentation of quality molasses, yeast and water. But it was the label’s namesake, artist Norman “Sailor Jerry” Collins, whose tattoo art lent the modern brand a legion of inked followers. Through creative promotion via concerts and tattoo culture, the brand has gained traction for its spiced label marked by vanilla, nutmeg cinna- mon, and cassia. A special edition celebrates the 100th anniversary of Collins’s birth this year. U.S. Virgin Islands, 92 proof, $20, William Grant & Sons Gosling’s Black Seal Rum Bermuda’s largest export, this iconic brand is also famous for being the signature ingredient in the trademarked Dark ‘n Stormy cocktail. Malcolm Gosling, a seventh-generation rum maker at the company, spearheaded the campaign to recre- ate Bermuda’s national cocktail perfectly in American bars. It’s put this extremely smooth, intensely flavored rum in the hands of bartenders across the country. Bermuda, 80 proof, $20, Castle Brands, Inc. Hand-Crafted Cocktails & Slow Sippers “In 2006, if you asked an average consumer to name rums, it was always Bacardi, Captain Morgan and maybe Mount Gay,” offers Ben Jones, North American Managing Director for Rhum J.M and Rhum Clément. “Now, with the increasing availability of rums and rhum agricoles, consumers are learning about how rums are made and how they are crafted.” This increased interest is due to higher availability, but also the craft cocktail movement and the repo- sitioning by the brands. Aged, spiced and agricole rums are finding traction similar to high-end scotches and fine cognacs in both cocktails and neat pours. Banks 5 Island Rum The first blend ever of both Eastern and Western rums, this liquid is a marriage of 20 rums from five countries. The never-before aspect con- tinues: Banks is carbon-fil- tered before being bottled. That process renders this viscous, full-flavored, aged blend perfectly clear. West Indies, 86 Proof, $29.99, Winebow Rhum Clément V.S.O.P. Rhum Agricole Vieux Gentle and oaky, with a deep vegetal flavor profile, this aged rhum agricole is a little over four years old, but bears more resemblance to a 12-year- old whisky than to aged molasses-based rum. Martinique, 80 proof, $39.95, Clément USA Inc. Rhum J.M Rhum Agricole Blanc A big full-flavored white rhum agricole with a palate entry preceded by a bouquet of white pep- per and lilies. It gives way to pineapples, raspberry and warm biscuits throughout the mouth and slowly moves into a long, dry finish. Martinique, 100 proof, $37.95, Domaine Select Santa Teresa 1796 Santa Teresa 1796 was launched to commemorate the 200th anniversary of Hacienda Santa Teresa. It’s a blend of light, heavy and hand- crafted pot still rums, aged up to 35 years. This rum is an excellent choice for rum versions of Manhattans and Sazerac cocktails. Venezuela, 80 proof, $35, Santa Teresa USA Zacapa Rum 23 This ultra- premium blend (six- to 23-year-old rums) is distilled only from first-crush virgin sugarcane of Guatemala. Aged in a traditional sistema solera—a process typically reserved for fine whiskies and sher- ries—this rum offers a dark, dense nose of toasted wood, almond and chocolate with a long, smooth finish. Guatemala, 80 proof, $45, Diageo Ron Abuelo 7 Años Distilling estate-grown sugar cane in Panama since 1936, the family offers their 7 Años label as the perfect sip to accompany a fine cigar. Amber in the glass, the spirit is medium-bodied with tones of caramel, tea leaf and toasted coconut. The finish exudes wood spice and roasted walnut. Panama, 80 proof, $22.99, Van Gogh Imports august 201 1 / the tasting panel / 57