Issue link: https://digital.copcomm.com/i/68310
Smooth Sailing for the Captain A mile from the beach in Torrance, CA, the Captain has sailed into the center aisle at Super A Foods Supermarket, with a well-stocked display of the Captain's product lineup welcoming customers to explore the new depths of spiced rum. With the recent addition of Captain Morgan Black to the store's offerings, owner Jim Amen hopes to discover new ways to satisfy his customers. "Captain Morgan does really well here," says Amen, gesturing to case after case of the Captain's spirits stacked behind him, "and we try to have something for everyone." Although classic Captain expressions continue to sail off the shelves, the brand extension into dark waters allows Amen to cast a wider net for his clientele. "The sales trends in brown spirits right now are tremendous, and Captain Morgan Black is a great way to bring new people to the product, either as brown spirits drinkers looking to expand their horizons, or as light rum drinkers who haven't gotten in to brown spirits yet." And while Amen sees young, trendsetting males as a primary demographic for the brand, he's noted that women in particular are a good fit for Captain Morgan Black: "Today's woman is a lot more sophisticated in her spirit choice than many people think; they're very adventurous and will love this product." The Captain, ever the smooth sailor, has done it again, winning hearts and palates alike in Southern California. Z. Michael Issakhanian. Calling the Captain's Name in California I n the Los Angeles-area community of Glendale, Remedy Liquor has become a local favorite, with a well- stocked spirit selection that draws in customers across a wide demographic. When THE TASTING PANEL stopped by, owner Z. Michael Issakhanian was busy behind the register, helping a steady stream of customers stopping in for everything from a soda to an unusual armagnac. But no matter what a customer seeks, there's no way to miss the well-stocked Captain Morgan display, complete with a statue of the Captain himself standing proudly as if to say, "Welcome to my waters; come explore with me." "Our customers know and trust the Captain Morgan name," explains Issakhanian, "and that brand recognition definitely spurs them to try this new Captain Morgan Black." Issakhanian continues, saying that in addition to a "tremendous" boom in the rum category as a whole, the dark appeal of Captain Morgan Black is also right on trend: "Drinkers are turning away from clear spirits because they want more flavor in their product. A few years ago, many people wanted a spirit they could mask with mixers easily, but Captain Morgan Black is so tasty that it is so mixable in a lot of combinations that don't just cover up the flavor. " Jim Amen. Although Captain Morgan Black certainly plays well in composed cocktails, Issakhanian notes that the darkly mysterious bottle holds liquid treasure all on its own: "It's so nice neat, though," he says. "Right off the top you get this wonderful vanilla that disappears into complex spice. It's just great!" june 2012 / the tasting panel / 53 PHOTO: ROB BROWN PHOTO: LEIGH CASTELLI