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 34 Beverage Dynamics • May/June 2016 www.beveragedynamics.com trends invariably translate from on-premise to off-trade sales. She sees a shift towards more at-home consumption and entertain- ing, as well as gifting. "People get inspired by a drink they had at a bar and want to make it at home," she adds. LIGHT & DARK ARE DAY & NIGHT In the U.S. market, light and dark rum have diverged into two separate segments, each with its own unique production and maturation processes, consumption occasions and target cus- tomer. This article deals with the light rum segment. Dark rum trends will be explored in the July/August issue. Unlike the federal regulations governing the production of bourbon or the NORMA rules that regulate Tequila, there is little standardization of policies regarding the production of rum, and rules vary according to country of origin. What constitutes "light rum" is loosely defi ned and often confusing. White spirits such as vodka and Tequila are unaged. Light rum, although appearing clear or white, is aged in barrels or stainless steel. Light describes the rum's impression on the palate as much as it does the color. "Most white rums are aged in wooden barrels, as are gold and dark rums and spiced rums," explains David Farmer, pres- ident of Fishbowl Spirits, whose portfolio includes Blue Chair Bay Rum. "White rums are generally aged for a short period of time (one to three years) and have the color removed before bottling by treating with activated carbon and fi ltration." Light rum was a term developed back in the early days, explains Esquivel at Pilsa Rums. In the 1700s, the fi rst rums were made from sugarcane juice in pot stills; it was heavy, pungent and strong - hot on the palate. Then in the mid-1800s, Cuban producers started making a more elegant version from molasses, with shorter fermentation times and using column stills. The result - less heavy, more refi ned and smoother - was dubbed light rum. "In the U.S., people think light rum is any clear spirit and don't realize it has been aged. Education is needed," Esquivel says. STEALING MARKET SHARE How can light rum compete with and take market share from vodka and Tequila? Brand reps have a number of ideas about tactics. "Light rum can compete by focusing on its democratic taste profi le—easy to drink, palatable character and mixability—because it mixes well with everything," offers Bermudez at Bacardi. "Rum needs to premiumize in the consumer's mind to com- pete in the occasions where tequila and vodka are consumed," insists Paul-Garnier. Brugal's Extra Dry is aged two to fi ve years in former American whiskey casks, then triple-fi ltered. "Right now, most consumers don't even think about drinking light rum. It is not in the consideration set." "Light rums are going after the crossover category; the peo- ple who are drinking vodka or Tequila," Culic says. Mezan's XO is aged but has a lighter profi le. The expression's mixability has made it the best-seller in the portfolio, driven by consumption in cocktails. "Light rum marries perfectly with just about any fl avor profi le that Tequila and vodka are using," Eason says. As examples, he cites rum-based riffs on the Margarita and the Moscow Mule employing Don Q Cristal Rum. Although aged one year in bar- rel, the light Cristal is Don Q's fl agship expression. "The key in competing with vodka and Tequila is about breaking up consumer habits," Farmer says. "Vodka is often a go-to spirit for many consumers and by showing them ways to utilize light rum in cocktails they're accustomed to, we can start to break the habit." MOVING TARGETS Generally speaking, light rums have different drinking occa- sions, dissimilar consumer sets and targeted marketing, when compared to dark rums. All Bacardi rums are aged, both light and dark, Bermudez says. "However, there are differences in the occasion, so our activation is targeted." Marketing of the light side of the port- folio communicates mixability. "Light rum drinkers are often younger and in the earlier stages of exploring rum. They're looking for unique, fun and easy ways to enjoy the spirit and exciting experiences to enjoy simple rum cocktails," he says. For Bacardi rums as a whole, 80% of sales are off-premise and 20% are on-premise. "People may start out with light rum, then graduate to more DON Q MOJITO Dash of sugar 1 ½ oz. Lime juice 5 Mint leaves 1 ½ oz. Don Q Cristal Splash of club soda Muddle mint with sugar, rum and lime. Shake well. Add ice and a splash of club soda. DON Q PASSION 1 ½ oz. Don Q Cristal 3 oz. Passion fruit juice Lemon slice Build drink in a glass with ice. Garnish with lemon slice. DON Q RUM RITA Lime juice and coarse salt for rim 1 ½ oz. Don Q Cristal 1 oz. Lime juice ½ oz. Premium triple sec Wet rim of glass with lime juice, dip in salt. Shake ingredients with ice; strain into glass.