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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41 StateWays n www.stateways.com n May/June 2016 LIGHT RUM he says. "It also mixes with everything but does not blend in and get lost in a cocktail." "The momentum for rum is growing stronger," says Carlos Esquivel, CEO of Pilsa Rums, a Panamanian producer of Don Pancho Origenes, Cana Brava and Selvarey brands, among others. "Five years ago, retail stores, bars and restaurants would only carry a few bottles of rum; today, you'll find a much wider selection on the shelves and extensive rum menus in bars, classified by style, country of origin and age." MARKET DYNAMICS A number of factors seem destined to drive interest and sales, includ- ing the popularity of classic and new-wave rum-based cocktails, as well as a proliferation of rum-oriented bar and restaurant concepts popping up around the country. Perhaps most importantly, there is a wide array of rum types—light, spiced, dark and amber, which, Bermu- dez says, "provides the opportunity to adapt to the constantly chang- ing consumer palates." "The resurgence of the classic Daiquiri has been favorable to rum, as well as the openness of bartenders to experiment with non-traditional spirits to make classic cocktails," says Amanda Paul-Garnier, brand man- ager at the Edrington Group, whose portfolio includes Brugal Rum. "Tiki culture continues to gain more popularity on-premise; bar- tenders are becoming more enamored with crafting variations of those cocktails," points out John Eason, COO and executive vice president at Serralles USA, whose portfolio includes the Don Q brand. "Many top restaurants now include a premium rum section in their menus, just as they would other spirit categories. Those consumers are enjoying a great rum at home just as they would a Bourbon or single malt neat." "Tiki drinks are driving interest in and sales of rum," says Culic, not- ing that trends invariably translate from on-premise to off-trade sales. She sees a shift towards more at-home consumption and entertaining, 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 The Light Touch Light rum is ideal for creating cocktails. One good strategy for experimentation is to substitute rum for the base spirit of just about any classic cocktail. Light rum in- stead of brandy in a Sidecar, for example, or dark rum subbing for whiskey in a Manhattan. Rum's natural sweetness often calls for an acid ingredi- ent for balance, citrus juice or a shrub. You can glean a wealth of drink ideas, recipes and demo videos from producer and importer websites. Scallywag 1 ½ oz. Blue Chair Bay White Rum ¾ oz. St. Germain liqueur ½ oz. Fresh lime juice Splash of simple syrup 2 oz. Club soda Dash Angostura bitters Build drink in a rocks glass with ice.