BY JEFF CIOLETTI

veryone loves a good tropical drink—be it at a tiki Perhaps befitting its relative lack of regulation, rum has bar, on a Caribbean cruise or at some island resort. long been a renegade spirit, from pirates of yore to rum- Sweet and cold, yet refreshing. The real star of runners of Prohibition. Whether on high seas or through back Ethis lush liquid genre, is rum. Though it comes in doors, rum has remained an American favorite in many forms many iterations, all rum can be traced back to sugarcane— and formats. A sense of adventure is still palpable in many so abundant in island climates. The song that island-hopping brands, by tattoo or barrel or cane or pirate map. From a pirates sing isn’t “Yo-ho-ho and a bottle of ,” after all. simple base of sugar, a many-splendored spirit has evolved.

Where is it produced? What’s It Made From? ã The short answer: everywhere. The gen- ã Most rum is distilled from molasses, ã In some countries—particularly the eral term, “rum” isn’t country-specific or a a by-product of sugarcane processing. French West Indies where it’s called rhum protected appellation. In the early 17th century, slaves on agricole—producers ferment and distill the Caribbean sugar plantations (most pure sugarcane juice. ã Just about any region or country with a likely on Barbados) discovered that spirits industry produces some variation ã Rum’s cousin, cachaça, a product unique molasses can be fermented into on rum. However, the undisputed center to Brazil, also derives from unprocessed alcohol and then distilled. remains in and around the Caribbean. cane juice. ã Molasses is the result of a two-step boil- ã Unfortunately, like anything rooted in the ã The fermenting of raw sugarcane juice is a ing process. Refiners boil raw cane juice colonial era of the region, its origins are much older practice, having been made in to concentrate and crystallize the sugar, tied to the slave trade. Asia a millennium ago. In turn, distilling from producing a thick, sweet syrup, usually pure cane juice retains many of the vegetal referred to as “first syrup” or mild molas- characteristics inherent in the plant. The Caribbean ses. It’s boiled again, producing “second” or “dark molasses.” A large percentage of rums are based on second molasses.

ã If it’s boiled a third time, the resulting by-product is the much darker “blackstrap molasses,” from which some rums are also produced. raw sugarcane Featured Brand know your rum types BLUE CHAIR bay Rums range from clear to dark and their depth of color often is region-specific (and not always natural). Spanish-speaking countries produce most of the lighter rums, while English-speaking tropical islands and territories are known as the source of most of the darker ones. As with whiskey and tequila, the length of the maturation period plays a key role in rum’s flavor. type Aging Color Profile

WHITE/ Up to 1 year in Little flavor complexity; used silver oak barrels primarily as a mixer. Clear (any color gtom aging is filtered out)

Smooth and rich, rum creams (technically Good bridge between light and dark liqueurs) are another important branch of the gold/ Modest aging in rums; more flavor nuances (vanilla, rum tree, first emerging in the early 1980s amber charred oak barrels caramel, etc.), thanks to the wood; and built on the success of whiskey cream still commonly used in . cordials. With a lower proof and infused with Amber, from natural flavor and a smack of sweetness, barrel aging these creamy rum-based spirits work brilliantly in tropical cocktails. Generally a bit more flavor and Typically aged longer aromatic complexity. Notes of Keeping it Tropical than gold rums, often cinnamon, brown sugar, deeper The tropical tilt is a particular strength for Blue dark several years; usually caramel and vanilla, other baking Chair Bay, the line of rums developed by multi- in charred oak casks. spices and even a bit of smoke. platinum singer-songwriter Kenny Chesney. Deeper amber/brownish The brand’s island image is well tailored to Chesney’s “No Shoes Nation” fan base. Blue Chair offers seven rums, but the two cream expressions have been especially popular. They get their flavor from the Varies widely infusion of spices like cinnamon, ã Both have a base of Caribbean rum, plus real spiced On the darker side, but allspice, nutmeg, cloves, etc. sugar and natural ingredients not always through aging ã Banana Rum Cream shows ripe banana, (caramel sometimes vanilla, creamy caramel, baking spices and added for color) balanced sweetness ã Coconut Spiced Rum Cream blends Three months The preferred spirit of the French toasted coconut aromatics with vanilla and minimum for “white,” West Indies; “agricole” refers to the warm island spices as well as cinnamon, longer for paille (straw) rhum raw plant it’s distilled (sugarcane nutmeg and clove and ambré (amber); agricole instead of molasses), giving it rhums aged 3 years or some distinct vegetal notes. more are “vieux.” Mixing it up Covers a spectrum Rum creams’ lower alcohol content makes them ideal for lighter summer cocktails. Technically liqueur, rum-based Blue Chair Coconut Spiced Rum Cream’s creams are lower in alcohol by signature drink is The Float, a blend of Spiced CREAM Not a factor volume and present as rich, creamy Rum Cream and root beer. The Riptide is a and sweet, with additional flavors combination of Blue Chair Banana Rum Cream often featured. and coconut water. Silky, opaque white

RIPTIDE 2 oz. Blue Chair Bay What is Cachaça? Banana Rum Cream While technically part of the rum family, cachaça was officially recognized by 4 oz. Coconut Water the United States as a distinctive product of Brazil in 2013. Like rhum agricole, Pour ingredients over ice producers ferment pure cane juice, rather than sugarcane by-products, and then and stir. Garnish with a distill the fermented liquid. Cachaça benefits a great deal from the unique terroir of pineapple leaf if you’re in its home country. When cachaça is distilled close to a rainforest, it often picks up the mood to impress. the flavors of the surrounding flora, including bananas. Featured Brand Malibu common uses... Rum is highly mixable and an ingredient in some of the world’s most iconic cocktails:

Mojito Piña Dark ‘N’ Libre Cuba’s most The most Colada Stormy Essentially a famous rum popular Celebrated in Dark rum is Rum and Coke drink has member of the song, and mixed the preferred (with dark or Born in Barbados in 1983, Malibu includes also become frozen family enthusiastically base for this light rum, and the flavor of coconut, a taste profile that has a stateside tends to be by lovers of all Bermudan-born sometimes resonated with rum drinkers the world over. favorite; it the Strawberry things tropical, cocktail, which ), this drink

Malibu Essentials consists of white Daiquiri (rum, this pineapple continues to is said to have rum, lime juice, ice, sugar, and coconut inspire spin-offs. been invented in ã Based on Barbados rum, which is traditionally sugar and fresh strawberries, tandem remains Ginger beer, around lighter and more delicate than other rums mint, topped lemon juice, a summer bitters and 1901 by patriots ã Cane is converted to cane juice and molasses, staple. Made ice make up then distilled three times with sparkling lime juice, all aiding Cuba dur- like a daiquiri, in the rest of the ã Malibu’s white rum base is blended with water and thrown in a ing the Spanish- coconut flavors to give Malibu a subtly served over ice. blender). a blender. recipe. American War. sweet refreshing coconut taste with a light finish ã Across the line, with ABV at 21% (42 proof), Malibu stands out as a light spirit that is extremely versatile What are the latest rum trends? ã Upscale Leads the Way. As with many educating them on the differences Power of Flavor other spirits categories, the real growth is among silver, dark and gold rums Malibu’s ability to extend into diverse directions in the higher-end segments, though not and how they often complement speaks to the power of flavor in the rum category quite as robust as in whiskey and some and contrast one another when overall. In fact, Malibu represents 48% of the other categories. Last year, super-premium they’re layered in the same drinks. flavored rum category.* Line extensions include: rum grew 2.9%, according to the Distilled ã Fresh Sips. As the whiskey renaissance Spirits Council; the overall category was ã 70 proof Malibu Black is starting to spill over into other down 1.5%. ã In addition to Coconut, a wide range of fruit segments, consumers are getting more flavors, including Malibu Pineapple, Malibu ã Cocktails Key? In the city where most savvy about barrel aging and “single- Mango, Malibu Passion Fruit, Malibu Tropical beverage trends are born, Portland, estate” rums. Many of the new products Banana and Malibu Island Melon Oregon, the Rum Club is a popular craft launching in the past five years have ã Malibu ready-to-drink (RTD) cocktails, in bar; one of the most popular drinks is been geared toward sipping. both pouch and cans the Rum , ã Shot Heard ’Round the World? Meanwhile, which substitutes rum for Masterful Mixing with cinnamon-heat still firing on all bourbon or rye. Light body and built-in coconut foundation make cylinders, spicy-hot rum, designed Malibu a natural for tropical cocktails. ã Tiki Time! The resurgence of tiki bar for shots, has joined the bar culture is encouraging consumers scene. Only time will tell which to take a second look at the spirit, types of usage will gain traction. MALIBU PINEAPPLE

1 part Malibu Original 2 parts Pineapple Juice Pineapple Garnish

Fill a chilled glass with DID you know? ice cubes. Add Malibu and top up Rum’s pirate identity goes back centuries. Robert Louis with pineapple juice. Garnish with Stevenson’s Treasure Island, published in 1883, includes a pineapple wedge. the pirate song “Fifteen Men on the Dead Man’s Chest,”

*Source: Nielsen $ Share XAOC+Liquor 52 weeks ending 2/27/16 with the iconic line “Yo ho ho and a bottle of rum.” Featured Brand Rum by the numbers sail???????or jerry

1 Million 24.8 million = 9 Liter Cases 9 liter cases sold in 2015

3rd-largest spirits category, behind Vodka & whiskey and ahead of tequila

While rum in general is associated with the tropics, spiced rum in particular has come Share of spirits volume: Share of spirits revenue: to be associated with adventures on the high seas, including the tattoo culture embraced by sailors. One sailor in particular, Norman Collins, pioneered techniques that literally transformed tattooing into an artform. Known as “Sailor Jerry,” his impact on the tattoo 11.5% 9.7% th culture in the 20 century is now rivaled by the impact of his namesake rum on the spiced rum subcategory. Annual volume growth: SOurce: Distilled Spirits Council -1.5% Behind the Spice ã Back in the day, sailors used to smooth out their high-proof rum ration with spices ã Sailor Jerry Spiced Rum follows that same tradition, using natural spices and Tiki Drinks Rum Quotables flavors—cinnamon, nutmeg, vanilla—all in a There are hundreds of tiki drinks and many The first time I played the Masters, I proprietary recipe (of course) of those are proprietary creations at their “was so nervous I drank a bottle of rum ã The flavors need to be bold and rich to hold respective bars. As a genre, tiki drinks are their own in the 92 proof (46% ABV) rum before I teed off. I shot the happiest 83 known for both exotic (and often multiple) in- ã Overall profile is bold yet smooth, balanced of my life. gredients and painstaking preparation steps. ” with a subdued sweetness and a hint of Some of the more universal classics include: – Golfer Chi Chi Rodriguez burnt toffee

ã Planter’s Punch (dark rum, orange, Character Meets Versatility lemon and pineapple juices, The only way that I could figure they The richness of natural spices in Sailor Jerry “could improve upon Coca-, one grenadine, bitters) Spiced Rum means it can be sipped on its own of life's most delightful elixirs, which ã The Blue Hawaiian (rum, or easily mixed. In this “High Honor” cocktail, studies prove will heal the sick and wblue curacao, crème de which celebrates Sailor Jerry’s service in the occasionally raise the dead, is to put coconut, pineapple juice, U.S. Navy, the rum base supports a combo of rum or bourbon in it. sweet tea, blueberries and citrus. maraschino garnish) ” - Humorist Lewis Grizzard (1946-1994) ã The (light and dark

rum, orange curacao, lemon, If it be the design of Providence to lime and orange juice; passion Sailor Jerry’s 'High Honor' “extirpate these savages in order to make fruit puree, bitters, grenadine) 2 oz Sailor Jerry Spiced Rum room for the cultivation of the earth, it 1 oz Sweet Tea ã The (gold, light and seems not improbable that rum may be 12 muddled Blueberries dark rum, orgeat, triple sec, the appointed means. Juice from half a Lemon dash of seltzer, slice of lime, ” Juice from half a Lime -Benjamin Franklin (1706-1790) Splash Lemon-Lime Soda maraschino garnish). Combine over ice in a shaker and shake vigorously; double strain over ice into signature Download Now at BeverageMedia.com Sailor Jerry Oil Can and top with 101 Tutorials on key categories to improve your Wine & Spirits Education a splash of lemon-lime soda. Garnish with a strawberry.