Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.
Issue link: http://read.dmtmag.com/i/541538
Rum 36 Beverage Dynamics • July/August 2015 www.beveragedynamics.com to the Millennial audience are the fl avors from wood aging, the sense of place and heritage, the skills of master distillers and master blenders. Rum can deliver all of those," Floor says. He advocates substituting aged rum for the whiskey in classic cocktails like the Old Fashioned and Manhattan. To that end, Zacapa offers a new signature Old Fashioned recipe created by Master Blender Lorena Vásquez and Miami mixologist Julio Cabrera. This take on the classic adds choc- olate bitters, expressed grapefruit peel, and grates dark choc- olate on top as a garnish, which brings out those fl avor notes in the aged rum. "We've found that this is an excellent way to engage both members of the trade and consumers to experi- ence the excellence of Zacapa in a cocktail that also harkens back to the importance of the Old Fashioned recipe in cocktail history," says Kleinman at Diageo. At Liquor Mart, Vaughn reports that consumers are substi- tuting rum for vodka and tequila in their favorite drinks, like Moscow Mules and Margaritas. "Rum mixes well with fruit juices, too," he says. To aid customers in this cocktail quest, the retailer has posted more rum recipes to its website and is adding them on shelf talkers. "Mixologists are fi nding that aged rums make a great sub- stitute for Bourbon," says Eason at Don Q. "And there is a defi nite interest in tiki rum drinks with some amazing tiki bars opening up around the country." "Serious craft bars have embraced tiki and are bringing back the Daiquiri and Mai Tai, which had been bastardized," echoes Floor. "If you are drinking a classic rum cocktail like Daiquiri, using a premium brand adds complexity and fl avor, takes it to the next level." LEADING BRANDS OF RUM (Thousands 9-Liter Cases) 12/13 Brand Supplier 2013 2014 % Chg Bacardi Bacardi USA 7,831 7,452 -4.8% Captain Morgan* Diageo 5,730 5,755 0.4% Malibu Pernod Ricard USA 1,886 1,845 -2.2% Admiral Nelson Heaven Hill Brands 820 836 2.0% Cruzan Rum Beam Suntory 741 750 1.2% Sailor Jerry William Grant & Sons 733 738 0.7% Castillo Bacardi USA 777 722 -7.1% The Kraken Proximo Spirits 325 424 30.5% Captain Morgan's Parrot Bay Diageo 390 355 -9.0% Ronrico Beam Suntory 377 342 -9.3% Total Leading Brands 19,610 19,219 -2.0% Others 7,220 7,211 -0.1% Total Rum 26,830 26,430 -1.5% (p) Preliminary. (*) Excludes Parrot Bay. Source: Handbook Advance 2015 www.bevinfostore.com