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.
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Summer Selling Guide www.beveragedynamics.com May/June 2016• Beverage Dynamics 35 complex 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 cocktail made with white rum." She estimates that Mezan sales skew towards the on-premise side, where bartenders infl uence customers with innovative cocktails. 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 more on-premise accounts. The brand's marketing support includes activation around Kenny Chesney's "Spread the Love Tour," a sponsorship 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 be- came fun, with lots of tropical and exotic mixes," Esquivel says. "Nowadays, rum is gaining respect as a noble spirit, produced in modern distilleries, but with ancient production procedures." Rum producers use rum's exotic image and fun associations to bring the ex- perience 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 'rumi- licious' future for the consumer." BD THOMAS HENRY STRENK is a Brooklyn-based freelance writer with over 20 years experience covering the beverage and restaurant industries. In his small apart- ment-turned-alchemist-den, he homebrews beer kombucha, and concocts his own bitters and infusions. LEADING BRANDS OF RUM, 2014-2015 (000 9-Liter Cases) '14/'15 Brand Supplier 2014 2015 % Change Bacardi Bacardi USA 7,452 7,172 -3.8% Captain Morgan* Diageo 5,755 5,655 -1.7% Malibu Pernod Ricard USA 1,845 1,861 0.9% Admiral Nelson Heaven Hill Brands 836 844 1.0% Cruzan Rum Beam Suntory 750 762 1.6% Sailor Jerry William Grant & Sons 738 744 0.8% Castillo Bacardi USA 722 677 -6.2% Total Leading Brands 18,098 17,715 -2.1% Total Rum 25,060 24,675 -1.5% Source: The Beverage Information & Insights Group. For more data, visit www.albevresearch.com. *Excludes Parrot Bay 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. 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.