Rum
has a lot to off er in classic cocktails," explains Michael Shea, owner of the Rum Club in Portland, Ore. "Our customers are moving up from that Rum & Cola or blender Daiquiri they drank in college. People are starting to see that rum is a great spirit that has a lot of possibilities." Th e classic, top brands—Bacardi, Captain Morgan, Malibu,
again enjoying star status—the Mojito. Last century's Tiki phenomenon is also seeing a resurgence with a more serious approach to rum-based drinks like the Mai Tai and Zombie. And the Cocktail Renaissance has refocused attention on rum classics like the Daiquiri and Cuba Libre, as well as an appreciation for the sipping qualities of superpremium products. Th e spirit is gaining a more sophisticated reputation. "Rum
W
hat's old is new again in the rum category. Much of the growth these days is driven by a traditional Cuban cocktail favored by Hemingway and once
Castillo and Admiral Nelson, according to 2011 Beverage Information Group data, Cheers' parent company, still rule roost and continue to be mixed up in a wide range of drinks. Nearly 80 percent of Rum Club's sales are from cocktails.
Even standard drinks get sophisticated tweaks. Th e house Daiquiri ($8) is made with Bacardi 8 Aged Rum, lime, maraschino, Demerara Syrup, Angostura Bitters and absinthe; the Rum Club Old Fashioned ($9) is a mix of Bacardi 8 and Smith & Cross Rums, bitters, sugar and orange peel. "With light, gold and dark varieties, I think rum has great range and fl exibility in cocktails," adds Shea.
www.cheersonline.com
Gets Serious
The tropical spirit is crafting a more sophisticated reputation. By Thomas Henry Strenk
The signature drink of Forbidden Island in Alameda, CA, is a hearty grog, with lime, pineapple, rums a secret mixture of spices and liqueurs, served in their custom Kapu tiki mug.
JUNE 2012 | 27
