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RUM | CATEGORY UPDATE - specifi cally, rum brands can capitalize on the growing trend of high-end rum bars and rum cocktails, and continue working with bartenders interested in the spirit. Plantation Rums set a good example. In addition to creating Pineapple Rum Stiggins' Fancy, a recreation of a very old style done in conjunction with spirits and cocktail writer David Won- drich, the brand recently launched Plantation O.F.T.D Overproof, a blend of rums from Guyana, Jamaica and Barbados offered at an 69 percent ABV in collaboration with Wondrich and fi ve rum bar owners. Plantation, owned by Maison Ferrand, also recently acquired the West Indies Rum Distillery in Barbados. "We are production guys and having our own distillery in the Caribbean has been a dream for many years," says owner Alexandre Gabriel. "It is like getting married. We wanted to fi nd a great match, one for life, and we have found it in West Indies Rum Distillery and the exceptional rum makers there." Whatever the high-end rum, getting the liquid to potential customers (through cocktails, sampling or any other method) that will awaken the idea that rum has a much broader fl avor and quality palate than they are aware, is a crucial step, Moll says. "We fi nd that once consumers are introduced to aged rum in general (and Appleton Estate specifi cally), they become adopt- ers. Aged rum is extremely versatile working well on its own, over ice or in a premium cocktail. Appleton Estate has helped defi ne and shape the category at large, as the Jamaican Rum segment becomes a more compelling proposition, with bartend- ers and consumers interested in aged spirits." EXPANDED OFFERINGS The introduction of new iterations with a higher profi le may help: in addition to Mt. Gay Eclipse Black, introduced a few years ago, the brand has relaunched Mt. Gay 1703 as an annual selection of 10 to 30 year old rums, with only 12,000 bottles available worldwide. Gosling's, best known for the very dark Bermudan Black Seal rum, last year launched Gold Seal, a golden-hued variant with a distinct butterscotch quality. Although not fl avored, it's intended as an introductory rum that is different from the current stan- dard of white/spiced/fl avored rums. Goslings has also crafted a rare one-off rum marking the America's Cup races being held in Bermuda, with a blend of rums as old as 50 years, says Malcolm Gosling, Jr, the latest in his family involved in the rum business. Serralles has recently released the second of its new annual Signature Series, Don Q Single Barrel, as well as a spiced vari- ant, and Eason hinted that a new iteration will be offered this fall. And newer brands are emerging: Real McCoy Rums, made by Richard Seale at Foursquare Distillery in Barbados, entered the market with not only a white rum, but also three-, fi ve- and twelve-year-old expressions. Bacardi's newest rum just hit the shelves - Bacardi Major Lazer Limited Edition Rum, a blend of light and dark rums aged 3-4 years made in concert with the electronic music trio Major Lazer. Bacardi has also boasted the presence of Bacardi 8 at retail, fi nding consumers to explore the world of more aged and darker rums. "Our primary focus is educating and inspiring consumers about the different ways they can drink Bacardi 8," Duggan says. Perhaps all that activity - new and innovative products, edu- cation, bartender engagement and sampling - will help. Produc- ers continue to be optimistic. "I think at some point people will see that quality is there," Du- breuil says. "Consumers are more and more looking for premium, and it's just a question of time before it happens for rum." • JACK ROBERTIELLO is the former editor of Cheers mag- azine and writes about beer, wine, spirits and all things liquid for numerous publications. More of his work can be found at www.jackrobertiello.com. StateWays | www.stateways.com | July/August 2017 21