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: https://read.dmtmag.com/i/346136
RUM MAGIC NEW PARTNERSHIPS In June, Flor de Caña rum announced a part- nership with distiller and distributor William Grant & Sons. Through this partnership, William Grant & Sons becomes the exclusive distributor of these Nicaraguan slow-aged single-estate rums in the U.S. "We are hear- ing more and more talk in the trade about the anticipated growth in aged rums — from bar- tenders and retailers," said Jonathan Yusen, president and managing director, William Grant & Sons USA. "According to IWSR, premium rums are expected to grow at twice the rate of the overall spirits category, so there is certainly upside to the category. Of course, we'd like to think that Flor de Caña will be driving a good portion of that growth, encouraging people to fall in love once again with this wonderful category." Flor de Caña's portfolio consists of Extra Seco 4, Anejo Oro 4, 5 Anejo Clasico, Gran Reserva 7, Centenario 12, Centenario 18 and Centenario 25. Bottles range in price from roughly $18 to $50 and will be available in the states by the end of 2014. To celebrate its global growth, Flor de Caña has new packaging that celebrates the rum's heritage and craftsmanship. William Grant & Sons also distills and distributes Sailor Jerry Spiced rum, a top-selling spiced rum, which has shown a steady in- crease in case sales over the past several years. PUSH TO PREMIUM "Increasingly, we're seeing a demand for premiumization within the category, which has proven to be a growth opportunity for Bac- ardi," says Kevin Oglesby, brand director-Bacardi Rums. Bacardi's answer to premiumization was the November 2013 introduction of the Facundo Rum Collection, a set of four sip- ping rums. This limited release is sourced from the Bacardi Family's Private Reserves, and the rums are handcrafted and aged in the tropics for up to 23 years, creating some of the most extraordinary rums ever publicly shared. "The response from both consumers and critics alike has been remarkable; in fact, Fac- undo Exquisito just received a 2014 Double Gold medal for Best Extra-Aged Rum in the prestigious San Francisco World Spirits Com- petition," Oglesby says. The four expressions range in price from $45 to $250 and come in bottles modeled in the Art Deco style. Neo is a white rum aged up to eight years, Eximo is a blend of medium- to full-bodied rums aged at least 10 years, Exquisto is a blend of medium- to high-bodied rums aged seven to 23 years, and Paraiso is a blend of rums aged up to 23 years and then fi nished in French XO casks. The collection is so rare it's initial release only included select retailers and high-end restaurants in the Miami area and New York City. Although the price tag may not be as expensive, the Cruzan Distiller's Collection was created with a similar premise in mind: superpremium, blended aged rums. Unveiled last September, the Collection includes Cruzan Estate Diamond Dark Rum, Cruzan Es- tate Diamond Light Rum, and Cruzan Single Barrel Rum. All three products are available nationwide with the Estate Diamond labels retailing for $19.99 per 750 ml bottle and the Single Barrel retailing for $29.99 per 750 ml bottle. For its part, Patron released Pyrat XO Reserve Rum a few years ago as a superpremium sipping rum, part of a high-end niche that has expanded its footprint during the past few years. Numbered among the many superpremium sipping rums on the market is Patron's Pyrat XO Reserve. LEADING BRANDS OF RUM (Thousands of 9-Liter Cases) Brand Supplier 2012 2013 % Chg Bacardi Bacardi USA 9,323 9,228 -1.0% Captain Morgan (excludes Parrot Bay) Diageo 5,675 5,715 0.7% Malibu Pernod Ricard USA 1,870 1,867 -0.2% Admiral Nelson Heaven Hill Distilleries 800 820 2.5% Sailor Jerry William Grant & Sons 734 784 6.9% Castillo Bacardi USA 840 778 -7.4% Cruzan Rum Beam Inc. 750 741 -1.2% Captain Morgan's Parrot Bay Diageo 515 435 -15.5% Ronrico Beam Inc. 398 377 -5.4% Calico Jack Rum Beam Inc. 340 336 -1.2% Total Leading Brands 21,245 21,081 -0.8% Others 5,500 5,749 4.5% Total Rum 26,745 26,830 0.3% Source: The Beverage Information Group To learn more go to www.bevinfostore.com www.beveragedynamics.com July/August 2014 • Beverage Dynamics 21