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 ■ www.stateways.com ■ September/October 2015 40 SPICED & FLAVORED RUM Black Patch Premium Black Spiced Rum. Launched this June, the rum distinguishes itself with a higher proof (94) and the liquid has been fi ltered through charred white American oak bourbon barrels, which gives it a darker color and robust oaky fl avor. Malibu has been busy with both fl avor introductions and new format packaging. "Our traditional fl avors are doing well; however, now we are tapping into the con- fectionary trend," Mequet says. Malibu's new fl avors are Peaches n' Cream and Pineapple Upside-Down Cake. BEACH BLANKET BINGO The romance of rum is laced with nautical tales, palm trees and sandy beaches. Many rum producers take full advantage of these associations in their packaging, promo- tions and marketing. "Everyone everywhere has a summer time and there is no better spirit of choice to embrace everything that comes with summer than rum," Hayes says. The brand references renowned tattooist Norman "Sailor Jerry" Collins with his iconic hula girl on the label. The brand's 2014 "Outside The Lines" campaign continues this year on TV and online through various partners and social media channels. "Rum is grounded in its Caribbean roots and when you are drinking rum you are there on your beach va- cation," Hafer says. The Admiral Nelson brand, of course, references naval lore, while the Blackheart la- bel depicts a female pirate with the tagline, "Seductress in a bottle." Off-premise, Admiral Nelson plays up its affordability with in-store merchandising, shelf posi- tioning and case stacking. Black Patch builds on that in-store merchandising and opportunities on the shelf. "Those do well in-store and don't have a lot of external consumer-directed marketing," he adds. "Malibu's image and positioning are about summer, and we've been very single-minded about that," Mequet says. "Malibu delivers iconic summer experiences." Promotions include the Best Summer Ever program and Malibu Rum Beach House promotion activating all over the country. "Those are great sampling vehicles," he adds. In 2015, Blue Chair Bay hit the road with Kenny Chesney and his 'Big Revival' tour. As the "Offi cial Spirit of No Shoes Nation" and The Big Revival Tour, Blue Chair Bay will be on the road in full-force, hosting the Blue Chair Bay Tailgate Experience pouring spe- cialty cocktails. In addition, the brand is participating in several major events such as Live on the Green (Nash- ville), Tales of the Cocktail (New Orleans) and Rock the South (Alabama). THE FUTURE FOR FLAVORS "I think spiced rums are well-positioned in the market and continue to be relevant to consumers," says Mequet at Pernod Ricard. "Where Malibu sits in the rum space, we are in a really good spot," he adds. "Trends go in cycles," says Farmer of Blue Chair Bay Rum, philosophically. "American whiskey is enjoying a renaissance and fl avors are playing a big part in that. Tequila upgraded its image and reached for the super- premiums. Now it's rum's time to take center stage. If the quality is in the bottle, especially for fl avored rums, they can scoop up some market share." 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. MORE COVERAGE ONLINE StateWays covered straight and aged rums in the July/August issue. Visit www.stateways.com for more on the category, including an overview of rum's trendy cousin, Cachaça.