Issue link: https://digital.copcomm.com/i/687399
1 16 / the tasting panel / june 2016 1 16 / the tasting panel / june 2016 CATEGORY REPORT RELEARNING RUM WITH DIPLOMÁTICO If your best memory of rum involved mixing it with cola, you're due for a refresher course, and Diplomático, the super-smooth, sipping rum might be your best instructor. The Venezuelan brand, produced by Destilerías Unidas S.A., is well- positioned to teach rum devotees in the trade why their spirits have potential to lead the charge for the category. "The rum market is maturing—it's no longer about basic white rum products that you mix with colas," said Mark Batey, the Miami-based global Marketing Director for Diplomático. But, he added, "There is still some confu- sion about aging, types of rum and production methods, so there is some education we need to do." Produced at the foot of the Andes Mountains, surrounded by Terepaima National Park and sugarcane fields, Diplomático rums are carefully crafted, combining traditional methods with modern technology. Molasses are used to produce light rums and sugarcane honeys for the more complex rums. After fermentation with the distillery's own yeast, the rums are distilled using continuous columns, a batch kettle and antique copper pot stills. All Diplomático rums are aged in white oak casks that previously aged bourbon and malt-whisky. The brand's Prestige rums, Single Vintage and Ambassador, are subsequently aged in Spanish Sherry casks, Oloroso and Pedro Ximénez, respectively. Diplomático holds the "Ron de Venezuela" controlled denomination of origin, which requires rigorously elaborated spirits, made from sugarcane molasses 100% of Venezuelan origin, aged for a minimum of two years. Diplomático launched its first global communications campaign this year to share its values and brand personality, using mainly social media to engage with its consumer target. The brand is a player at most rum festivals, trade shows and even whisky fests—a cross-category synergy that's becoming "more relevant because of its sipping profile" Batey said. In spirits competi- tions, Diplomático Reserva Exclusiva (SRP $40)—the flagship expression—has made impressive inroads with top distinctions and scores including a Double Gold Medal from the San Francisco World Spirits Competition. Diplomático Reserva Exclusiva expresses maple syrup, chocolate-covered toffee and is lifted by an essence of candied orange rind. The finish is long, smooth and elegant: dessert in a glass. Trade support includes master classes with a focus on "the art of rum-mak- ing" and the brand's story, including Diplomático's spiritual brand ambas- sador, Don Juan Nieto Melendez. According to a local legend, "Don Juancho" was a passionate collector of travels and exotic liquors, especially rums and his impressive collection was known as "The Ambassador's Reserves." The portrait of this enigmatic character graces the label of Reserva Exclusiva, like a passport stamp, giving the whole package an elegant, other- worldly aspect. It is part of the brand's strategy to give rum—and especially crafted rum from Venezuela—a proper place on the shelf, where Diplomático offers premium, super premium and prestige products. "The signs are good," Batey said, citing a 9% growth in the imported Premium rum segment. "Premiumization should continue as consumers trade up across categories." The rum is in more than 50 countries, and in 33 states, with California, Texas, New York and Florida leading sales. —Lana Bortolot DOMAINE SELECT WINE ESTATES Tito Cordero, Diplomático's Master Blender.