The Tasting Panel magazine

August 2016

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Page 27 of 100

august 2016  /  the tasting panel  /  27 RUM "T he next wave for spirits is going to be rum," said Mauricio Bermudez, Director of Marketing for BACARDÍ Rums. In a time when people consistently look for craftsmanship in every purchase, even willingly paying more for a personal touch, Bacardi sees their duty as educating the consumer on how rum is made and, furthermore, acquainting them with the history behind the brand. The industry celebrates National Rum Day in the anticipation of raising awareness of not only the artistry in making rum, but in the versatility of the spirit as well. Rum can sometimes be pigeon-holed as a mixing white spirit, and while it certainly can be a fantastic mixer for fruity cocktails, many additional styles of rum exist which aim higher. Recently, Bermudez shares, "Bartenders are trying BACARDÍ 8 rum in classic cocktails, like the Old Fashioned. These variations can be so surprising for people." The pure enjoyment of BACARDÍ Superior is not to be underestimated either. In fact, the original classic daiquiri created in 1898, consisted of BACARDÍ Superior, lime juice and simple syrup—yep, that's the classic cocktail—and it is simply delicious. "One factor driving premiumization is the growth of dark, aged rums," says Bermudez. "The growth of brown spirits in general can be partially credited for this, but people are ready for more robust sipping experiences. The category is indeed seeing more competition across the premium rum segment, resulting in an increase in consumer awareness and education, which will continue to evolve the category and drive momentum overall." Bacardi Limited introduced a new line of rums in 2013, named after Don Facundo Bacardí Massó, who founded the brand in 1862. The FACUNDO ® Rum Collection, a luxury collection of sipping rums, includes: FACUNDO NEO, FACUNDO EXIMO, FACUNDO EXQUISITIO and FACUNDO PARAISO. These hand-selected, aged rums demonstrate the spirit's ability to adapt to different environments and the Master Blenders' dedication to the art of rum-making. "Our goal is to help the consumer choose the right rum for the right occasion. On-premise really drives aware- ness," says Bermudez. Bartenders have long enjoyed sipping rums, but illuminating the customer has not been easy. "Bartenders have strong voices, and they lend credibility so that a consumer will receive the message." That message—rum is underestimated in its versatility and quality character. As National Rum Day approaches, remember to explore the broader spectrum of rum and its different personalities. "Raise Your Rum" in celebration on Tuesday, August 16. The Rise of Rum BACARDÍ ® RUM GEARS UP FOR NATIONAL RUM DAY by Allyson Gorsuch

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