Long term neglect leads to new market growth

As a result of long-term neglect, the effects of contemporary liquor marketing, and other historical factors, most drinking Africans are out of touch with rum. These days, rum is mainly viewed as an alternative to vodka; another way to spike a glass of cola. A couple of brands of vague and questionable provenance are ubiquitous and heavily marketed; while other rums one might stumble upon seem obscure and marginal, even if they are actually venerable or leading-edge. Liquor stores are generally unhelpful; although they may carry a nice selection of rum products, it’s rare to find a salesman who knows much about this noble spirit. Those who might otherwise be adventurous are often intimidated, because they don’t know where to start and they’re anxious about being disappointed. Restaurants and Bars are in the same  situation – They do not understand anything other than “A Rum and Coke please”

In spite of these perception problems, rum is experiencing a world-wide renaissance just as Whisky did with the growth of Single Malt Whisky market. The selection and quality of rums has never been higher. If you haven’t yet been seduced by this noble spirit, hopefully this modest collection of essays that we publish over the next few weeks will provide you the opportunity.
As a starting point, let us dispense with the question that is always asked, but is, in fact, the wrong question. There is no such thing as the best rum! The notion of “the best rum” is as absurd as “the best wine.” Like wine (and most spirits, for that matter), diversity is chief amongst the virtues of sugar cane spirits. And no spirit is more diverse than rum. While no rum is perfect for every situation, when you find the perfect rum for the moment, nothing else could possibly do. Therein lies the fascination of rum.

Sugar cane spirits are the product of craft, tradition, and terroir. Rums are crafted through the numerous decisions made during their production. Traditions play a role in terms of style and regional proclivities. Terroir – the flavour characteristics imparted by the environment in which the spirit was produced – come into play throughout the process.More or less. It varies from rum to rum. Terroir, however, is not sufficient to describe rum’s relationship with geography. Geography is the single most important factor when talking about rum. Rum comes from an unusually wide range of places, including places sugar cane has never grown.

The articles that follow expand on the various characteristics and applications of rum. We hope you enjoy perusing them and feel inspired to drink some rum in the near future!

CHEERS
(Courtesy of the Ministry of Rum http://www.ministryofrum.com and edited for our market)

This “Sipping” Rum thing is going to be huge !

I have asked many friends, relatives and some arb people about their thoughts on Rum and amazingly enough the answers have all been the same and/or very similar.
“My girlfriend/wife will kill me if I ever drink Rum again”
“It’s so fattening with all that Coke”
“I have never been so drunk in my life – will never do that again”
“Whatever possessed them to make that stuff – only ever get headaches from it”
And many of these were also my thoughts until a New Year’s party with friends and family. I arrived with the obligatory Single Malt Whisky as there is no way that you can sing Auld Lang Syne without the nectar of the Gods in your hand !!!!!
During the evening things grew into “have a rum with me,”- the answer was “cannot stomach that stuff” and that’s where the education started !!!!

Firstly with a Ron Zacapa, then a Botran Gran Reserva Ron complete with 2 different mixing essences and then a Flor Decana. I was captured.
We tasted the rum, added ice and tasted again then even added some coke to one and tasted again. Time for the Coup de Grace – bring out my Bunnahabhain 18 year old and teach the guys to “taste” not drink whisky ! All the finesse of look, feel, smell, taste, add a few drops of water and taste again – they were captured. “So why don’t we try that with our Rum” asks the host – and we did. The rest is history !!!!!

ALL the Rums are now tasted this way, even the less expensive mixing rums, before they are mixed with anything.

I have run tastings for wine, champers, whisky etc. over the last 10 years and successfully assisted in bringing some whisky to the SA market. NOW it is RUM’s turn !!!! This blog, and whatever it morphs into over the next few months will be the vehicle for getting the information out to the marketplace.
CHEERS Andy

Forget adding Coke.

It’s time to throw away that Rum and Coke and start sipping your Rums.

For whatever reason – we have not been exposed to the wide variety of Rums that are available throughout the world. There are literally thousands of Rums available and we have a paltry few on the shelves to whet our palate.

Just as Whisky and Vodka have had their “growth spurts” in the spirit world, it is now time for Rum to experience the same metamorphosis.

andyrum