NO REGRETSby Miguel OlmedoAretsky’s Patroonin NYCWhile white rums are the standard pick forsimple rum drinks, mixologists are increasinglytapping spiced and aged expressions to addrichness and complexity to cocktails. No Regrets,pictured <strong>here</strong>, is based on “Santa Teresa 1796”Rum, plus Aperol, Punt e Mes Vermouth and adash of orange bitters.Spice is RightNew brands, different proofs, added flavors — spiced rum stretches its wingsBY JACK ROBERTIELLOGiven the numerous unusual products released in the past fewyears, it’s not often that folks in spirits world are surprised bya new launch, but the recent announcement of a version ofCaptain Morgan Spiced Rum finished in Sherry casks didraise eyebrows. More importantly, though, it marks a significantsignpost in the expansion of the spiced rum sub-category, more oftenthought of as a party drink for post-graduate frat boys.It’s been a remarkable few years for spiced rums, as the categoryhas been stretched with brands boasting higher proof, different flavorprofiles, a range of price points and some groundbreaking imagery.Case in point: Kraken, the fast-growing rum that recently grabbedconsumer and advertising industry attention with its remarkablethree-dimensional billboards in Chicago, the Kraken itself slitheringits giant tentacle into an apartment to grab a potential customer.Both activities are part of the continuing efforts by brandsto stand out in an increasingly crowded field, which of late hasbeen led by a flotilla of nautical characters. Captain Morgan,Admiral Nelson’s, Sailor Jerry, Blackheart and Blackbeard haveNO REGRETS COCKTAIL PHOTOGRAPH BY JENNY ADAMS
•spiced RUM•Blue Chair Bay’s expressions; inside the pavilion visitor c<strong>enter</strong> ofCruzan Distillery; and Atlantico, star-powered by Enrique Iglesias.all enjoyed success, giving spiced rum anedgier, more rebellious image than that ofmilder white rums still favored for CubaLibres, piña coladas and simple tropicalconcoctions. Of course, just because arum’s name links to sea-faring does notmean it’s any less authentic than otherrums. Brinley Gold Shipwreck Rum is aperfect example of a serious flavored rumportfolio—spiced, vanilla, coffee, mangoand coconut—that has shown tremendousgrowth since its founding on theisland of St. Kitts in 2002.“Spiced rum in the past five yearshas definitely taken on a lot of innovationsand t<strong>here</strong> has been a explosionof brands,” says Toby Whitmoyer, vicepresident, brand managing director of Bacardi’srum portfolio that launched theirspiced expression Oakheart in late 2011.“The leaders of the category are strugglingto continue to grow with the many brandscoming in. We see an attractive opportunityto expand the category and we expectcontinued innovation.”The innovation seemed limited toprice, proof and the incorporation ofadditional flavors until the announcementfrom Captain Morgan, alreadywith nine line extensions that includepremixed cocktails (Long Island IcedTea), high proof (Black) and mixed flavors(Lime Bite).“Our robust innovation agenda contributesto our growth, which is how thelimited edition Captain Morgan SherryOak Finish came to be,” says Diageo’s TomHerbst, vice president and U.S. CaptainMorgan brand director. “It’s a rich and flavorfultake on the brand’s signature blend.Our overarching goal remains to becomethe number one rum brand by 2015.”SPICE IN THE DRIVER’S SEATIt’s that activity along with other newbrands that has pushed spiced rum sofar so fast; without its growth in 2012,what was essentially a flat year for rummight have turned negative, accordingto recent data. Rum, the second largestcategory after vodka, grew just 1.5% in2012, to nearly 25.5 million cases, accordingto numbers provided by theDistilled Spirits Council of the UnitedStates, while brands like Kraken, SailorJerry and Oakheart showed double- andtriple-digit growth last year.The innovation is fine with people incharge of fast-rising spiced rums, includingSailor Jerry, says Ken Reilly, categorymarketing director at William Grant. “Arising tide lifts all ships, and the fact thatconsumers are discovering spiced rumsthrough a lot of strong brands differentiatedin the segment bodes well,” he says.That tide is rising with loads of newspiced rums <strong>enter</strong>ing the market: thisspring, Malibu debuted a low-calorie, 30%ABV spiced iteration with a light spice,smoked vanilla, and cinnamon flavorprofile targeted to female consumers. Followingthe launch of the George ClooneypartnershipCaliche Rum last year, the latestcelebrity rum comes from singer KennyChesney, who in May launched in 32 marketsBlue Chair Bay Rum in three expressions:white, coconut and coconut spiced.And earlier in the year, the Gallo folksturned their hands to rum with ShellbackWhite and Spiced. “Millennials are engagedin the category and over-index withrum | SELECTION•••••••••••••••••••••••••••••••••••••••••••••••••••••••••
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