StateWays - May/June 2016

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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StateWays n n May/June 2016 44 LIGHT RUM Brugal Bees Knees 2 oz. Brugal Extra Dry rum ¾ oz. Fresh lemon juice ¾ oz. Honey syrup 3 Dashes Angostura bitters Lemon twist for garnish Shake all ingredients with ice and strain into a glass, garnish with a lemon twist. Cruzan Blueberry Bramble 1 ½ parts Cruzan Aged Light Rum ½ part Fresh lemon juice ½ part Simple syrup Blueberry syrup Blueberries speared by rosemary Add rum, lemon and simple syrup over crushed ice in an old-fashioned glass. Add a moun- tain of crushed ice and drizzle blueberry syrup on top. Garnish with rosemary speared blueberries. What constitutes "light rum" is loosely defi ned and often confusing. White spirits such as vodka and Tequila are unaged. Light rum, although appearing clear or white, is aged in barrels or stainless steel. Light describes the rum's impression on the palate as much as it does the color. more on-premise accounts. The brand's marketing support includes activation around Kenny Chesney's "Spread the Love Tour," a spon- sorship of 100-plus events nationwide, with continuous press outreach, consumer sampling events, and consumer and trade advertising. CHANGING PERCEPTIONS "For centuries, rum was the pirates' beverage of preference. Then rum became fun, with lots of tropical and exotic mixes," Esquivel says. "Nowadays, rum is gaining respect as a noble spirit, produced in mod- ern distilleries, but with ancient production procedures." Rum producers use rum's exotic image and fun associations to bring the experience of exotic destinations home to consumers, while also trying to create new drinking occasions for the spirit, Farmer says. For example, Blue Chair Bay is bringing rum to the tailgate scene by hosting pre-concert tailgate parties at Kenny Chesney's concerts. "The image of rum is going through a transition," Culic believes. There is a greater focus on high-end and superpremium pricing tiers, and a movement away from mainstream brands towards boutique products like Mezan. "White rums can be great for sipping as well as mixing," she points out. "Momentum in the rum category has just begun," Esquivel says. It's up to producers to maintain the quality and nobility of the spirit. "It's for sure a 'rumilicious' future for the consumer." THOMAS HENRY STRENK is a Brooklyn-based freelance writer with over 20 years experience covering the beverage and restaurant indus- tries. In his small apartment-turned-alchemist-den, he homebrews beer kom- bucha, and concocts his own bitters and infusions. M e on Rum The July/August issue of Beverage Dynamics will cover dark rum.

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