Issue link: https://digital.copcomm.com/i/687399
1 12 / the tasting panel / june 2016 CATEGORY REPORT HEADING HIGHER WITH STROH RUM Modern American consumers tend to see extremely high proofs and become giddy about the expectations. They're wondering about its potency, its mixability and the flavor profile. Is it smooth at barrel strength? Barrel-strength whiskies and Navy-strength gins have helped create an incredible demand for spirits 114 proof and above. But you'll be hard-pressed to find a palatable spirit at 160 proof, which is 10 proof points higher than the TSA allows in its checked luggage (150-proof rum is the legal limit for airplane travel, according to the TSA ). Breaking this proof assumption is STROH 160 (SRP $32.99), a historic brand that's contributing to the rum rise in the American cocktail scene with a dynamic business anecdote. "Over the years we followed a new trend in the United States. We noticed a shift of consumer preferences form scale brands towards craft spirits. This revival of tradition and the interest in the history of drinks is a huge opportunity for STROH 160," says Carina Baier, STROH'S Marketing and Sales Ambassador. Sebastian Stroh created the Austrian spirit in 1832 and now, the Inländer Rum brand has geographical protection. Recently released in the U.S. market, the overproofed spiced rum has won multiple awards and won over cocktail shakers with its warm notes of vanilla, orange peel, oak, almond, nuts, cherry, plum, clove and cinnamon. As Baier says, "This rum is so enjoyable and exciting." In fact, STROH 160's proof has propelled its YouTube notoriety, with consumers taking shots—even flaming shots—and mixing it in punches. It's fair to say that STROH 160 is a bit of an Internet sensation for its high proof, but the aromatic bouquet with tastes of butterscotch and its backbone makes STROH a cocktail creator's dream. And of course, the history helps. "Being the first spiced rum in the world, STROH serves as the perfect base for cocktails and signature drinks," Baier says. "The growing bar scene, the mixology trend and the increased U.S. creativity favor the use of STROH 160 in the United States." NICHE IMPORT CO. A MARUSSIA BEVERAGE COMPANY WWW.OURNICHE.COM