Spirit collection Chequered past to a bountiful future Ways to CONTACT US T. 0344 822 3910 W. www.matthewclark.co.uk @matthewclarkltd /matthewclarkltd /MatthewClarkUK /matthewclarkltd For the facts: drinkaware.co.uk It’s not just a journey through the high seas, it’s a combination of history, flavour and variety 04. INTRODUCTION What’s inside CONTENTS History About Range - The origins of Rum - What is Rum? - Caribbean Pg. 06 - 07 Pg. 16 - 17 Pg. 24 - 45 - The etymology of 'Rum' - Production & flavour - Central America Pg. 08 Pg. 18 - 19 Pg. 46 - 51 - Drink of the high seas - Rum flavour profiles - South America Pg. 09 Pg. 20 - 21 Pg. 52 - 61 - Triangular trade - Rum styles - Eastern Hemisphere Pg. 10 - 11 Pg. 22 - 23 Pg. 62 - 63 - Improved quality - Spiced Rum Pg. 12 Pg. 64 - 69 - Prohibition in America - Rhum Agricole Pg. 13 Pg. 70 - 71 - Rum in the On-Trade - Cachaça Pg. 14 - 15 Pg. 72 - 73 PREMIUM SPIRITS INTRODUCTION 05. We believe that rum is set to take off in the UK and the spirits revolution that started with gin is now moving to dark spirits. Rum as a category is subject to few rules Matthew Clark and as a result it is bursting with an array of flavours, an aged demerara rum is a totally - Classic serves different beast to a dry white Spanish style Pg. 74 - 81 rum, both equally good but at different ends of the flavour spectrum. - Range & merchandise Pg. 82 - 83 That is why we at Matthew Clark love rum so much, it offers so much variety and - Design Studio versatility. Flavours vary due to production Pg. 84 - 85 process, the length of fermentation, whether - Matthew Clark product index it is aged and if so how long, type of cask Pg. 86 - 89 used, climate and of course blending. All of this makes rum an exciting category and the new Matthew Clark range offers you plenty to explore. Great on its own as a sipping drink it is perfect mixed and features in many classic cocktails. We hope you enjoy the new range as much as we do and find inspiration in this brochure to offer something new to your customers. // RUM 06. HISTORY Origins of RUM Although synonymous with the Caribbean, the origins of rum date back thousands of years to the other side of the world in Asia, where the Malays produced a drink known as “brum” from fermented sugarcane. Indeed Marco Polo in the 14th century spoke about “a very good wine with sugar” which he sampled in what is now Iran. Sugarcane was introduced to Hispaniola (Haiti and the Dominican “A VERY GOOD WINE WITH SUGAR” Republic) by Columbus in 1493, the climate in the Caribbean proved perfect for sugarcane production and to satisfy Europe's insatiable demand for sugar or 'white gold' as it was known, the English, Spanish, French, Dutch and Portuguese rapidly introduced it to their colonies in the Caribbean and Americas. PREMIUM SPIRITS HISTORY 07. The work on sugar Indeed a drink fermented plantations was from sugar which was incredibly hard and was known as “kill devil” is exacerbated by the referred to in the writings hot climate; plantation of Richard Ligon, a loyalist owners regrettably that fled England for used African slaves Barbados in 1647 during to meet their labour the Civil War. requirements with the “The drink of the Island, first ship arriving in 1505. which is made of the Which of these colonies skimming’s of the Coppers, first produced rum is that boil the Sugar, which unclear, there are records they call Kill-Devil”. of production in Brazil in the The first record of the word 1620's which at the time “rum” is also from Barbados was a Dutch colony, but in 1688. the most popular claim is for Barbados. // RUM 08. HISTORY The etymology OF ‘RUM’ So where did the word rum come from? The etymology is unclear; we already know the Malays used the term “brum”, however many believe it is derived from “rumbullion” or “rumbustion” which were slang terms for “tumult” or “uproar”. Others believe it comes from “roemers” which were large drinking vessels used by Dutch sailors, or from the Latin word for sugar “saccharum”. Whatever the origins are, “rum”, “rhum” or “ron” has been used since the mid 17th century. PREMIUM SPIRITS HISTORY 09. Drink of the HIGH SEAS When we think of rum and its In 1740, appalled by the The Royal Navy continued to issue history, after the Caribbean, drunkenness on board, Admiral its daily “tot” of rum until 31st July Pirates and the Navy are Vernon insisted that the mixture 1970 when it was abolished, a date probably the next things that was watered down. referred to as “black tot day”. spring to mind, and certainly it was the drink and currency of the high seas. “THIS MIXTURE BECAME The links with the British Royal Navy date back to 1655 when KNOWN AS GROG” they captured Jamaica. Used as a bribe, rum started to replace brandy as protection against pirates This mixture became known According to legend, after his death and in 1687 the daily ration given as “grog” perhaps due to the at the Battle of Trafalgar, Nelson’s to seaman was officially changed “grogram” cloak he wore. body was preserved in a cask of from brandy to rum. We still use this term today to rum to be transported home. On describe a hot rum drink and to arrival it was discovered that the This ration, ¼ pint of 58% ABV define the feeling of "groggy”, sailors had drilled holes in the cask rum issued twice daily, was maybe a term best used when and drank all the rum, leaving just originally drunk neat or mixed expressing the after effects of Nelson’s pickled remains. This gave with lime to combat scurvy. drinking too much “grog”! rise to the term “Nelson’s blood”. // RUM 10. HISTORY The triangular TRADE Initially rum was a harsh drink, “kill devil” probably being a very appropriate description and was used to subdue slaves, but over time quality improved and it started to be traded internationally. However, to protect their domestic spirits, Britain and France forbade its importation. As a result molasses was shipped to the new American colonies and distilled there, becoming America’s first commercially produced spirit and creating an enduring demand for rum in the US that persists today. By the late 17th century Caribbean rum was a thriving export trade and became part of the triangular trade where molasses was sent to New England to be distilled into rum. Rum was then shipped to West Africa and exchanged for slaves which in turn were sent to work on sugar plantations in the Caribbean. Horrifyingly, up to an estimated 30% of slaves died on the journey. PREMIUM SPIRITS HISTORY 11. // RUM 12. HISTORY Improved QUALITY During the 18th century, no longer hindered During the 19th century, with restrictions on sugar by import restrictions, rum started to grow in imports into the US and the development of American popularity in the UK. Whiskey, rums popularity declined in America. At the same time, the Caribbean sugar industry started to There were several reasons for this; returning sailors decline due to the eventual abolition of slavery and who developed a taste on ship, improved quality due also the production to new distillation of sugar from techniques and beets instigated wood ageing, and “WITH RUM PUNCH by Napoleon. the decline of brandy BECOMING A due to import bans The quality of and poor harvests FASHIONABLE DRINK” rum continued to which left little grain improve, the column for distillation. (continuous) still which was patented Whilst gin became associated as the drink of the by Aeneas Coffey in 1831 was introduced to the poor, the middle classes turned to rum with rum Bacardí Distillery in Cuba in 1889. Bacardí used punch becoming a very fashionable drink. Molasses these stills together with selected yeast strains and was imported to the UK and rum was produced in filtration technology to make the clean dry light rums port cities such as Bristol and London. that they have become so famous for. PREMIUM SPIRITS HISTORY 13. Prohibition in AMERICA This improvement in quality and the fact that it was being pioneered in Cuba meant that rum, and Cuban rum in particular, was ready to capitalise on the next opportunity that came its way, prohibition. Many wealthy American’s unable to drink legally at home holidayed in Cuba, and enjoyed cocktails often served by American bar tenders made unemployed by prohibition. Prohibition also drove the illegal consumption of rum within America, and gave rise to the term “the real McCoy” after the smuggler William McCoy who provided branded rums to clients. Smugglers were known as “rum runners”. During World War II, with no spirits imported from Europe and with domestic whiskey distilleries being used to make industrial alcohol, rum again had a boost in popularity in the US with rum and coke becoming the drink of choice. After the war, when US servicemen returned from the South Pacific, they brought with them the taste for rum and Tiki style drinks, made famous by Trader Vic and Don the Beachcomber, a trend which lasted for the next two decades. // RUM 14. HISTORY Rum in the ON-TRADE Rum and cocktails fell out of fashion during the latter part of the 20th century with the popularity of vodka and a trend for convenience using commercial ready made mixers. “COCKTAIL CULTURE IS HELPING BOOST RUM SALES” Today, however, rum is very much on the up although the demise of the Caribbean sugarcane industry has left molasses in short supply and some producers are turning to imported molasses; more encouragingly some are growing their own cane.