StateWays is the only magazine exclusively covering the control state system within the beverage alcohol industry, with annual updates from liquor control commissions and alcohol control boards and yearly fiscal reporting from control jurisdictions
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43 StateWays n www.stateways.com n May/June 2016 easy to drink, palatable character and mixability—because it mixes well with everything," offers Bermudez at Bacardi. "Rum needs to premiumize in the consumer's mind to compete in the occasions where tequila and vodka are consumed," insists Paul-Gar- nier. Brugal's Extra Dry is aged two to five years in former American whiskey casks, then triple-filtered. "Right now, most consumers don't even think about drinking light rum. It is not in the consideration set." "Light rums are going after the crossover category; the people who are drinking vodka or Tequila," Culic says. Mezan's XO is aged but has a lighter profile. The expression's mixability has made it the best-seller in the portfolio, driven by consumption in cocktails. "Light rum marries perfectly with just about any flavor profile that Tequila and vodka are using," Eason says. As examples, he cites rum- based riffs on the Margarita and the Moscow Mule employing Don Q Cristal Rum. Although aged one year in barrel, the light Cristal is Don Q's flagship expression. "The key in competing with vodka and Tequila is about breaking up consumer habits," Farmer says. "Vodka is often a go-to spirit for many consumers and by showing them ways to utilize light rum in cocktails they're accustomed to, we can start to break the habit." MOVING TARGETS Generally speaking, light rums have different drinking occasions, dis- similar consumer sets and targeted marketing, when compared to dark rums. All Bacardi rums are aged, both light and dark, Bermudez says. "However, there are differences in the occasion, so our activation is targeted." Marketing of the light side of the portfolio communicates mixability. "Light rum drinkers are often younger and in the earlier stages of exploring rum. They're looking for unique, fun and easy ways to enjoy the spirit and exciting experiences to enjoy simple rum cock- tails," he says. For Bacardi rums as a whole, 80% of sales are off-premise and 20% are on-premise. "People may start out with light rum, then graduate to more com- plex dark rums as their palates mature," Culic says. But consumption also depends upon occasion. "If people want to relax and unwind, in a high-energy occasion, or on vacation, they probably still want a cock- Don Q Pina Colada 1 ¾ oz. Don Q Gold Rum 1 1/3 oz. Pineapple juice 1 oz. Coco Lopez Cream of Coconut Dash of Angostura bitters Cherry for garnish Blend with a half scoop of cubed ice until light and frothy. Pour into tulip glass and garnish with a cherry. Brugal Extra Dry Daiquiri 2 oz. Brugal Extra Dry 1 oz. Fresh lime juice ¾ oz. Simple syrup Lime wheel for garnish Shake all ingredients with ice and strain into a chilled rocks glass over ice. Garnish with a lime wheel. "The resurgence of the classic Daiquiri has been favorable to rum, as well as the openness of bartenders to experiment with non-traditional spirits to make classic cocktails." —Amanda Paul-Garnier, Brand Manager at the Edrington Group tail made with white rum." She estimates that Mezan sales skew towards the on-premise side, where bar- tenders influence customers with innovative cock- tails. The on/off-premise mix ranges from 70/30 to 60/40, depending on the market. "Healthy on-premise sales are key to driving off- premise sales," notes Farmer, who estimates Blue Chair Bay's sales are 80% off-premise and 20% on- premise. However, the focus for 2016 is to target