June 2013 - enter here

atthebarRum ClosesGap onVodka’sPreeminenceBy ROBERT PLOTKINEverything that youmight have heard about rum beingthe next hot spirit is true. In thepast five years, its sales have significantlycut into what once seemedlike vodka’s seemingly insurmountablelead. The category now accountsfor 13.2% of all distilledspirits sold in the U.S.Why is rum shooting up thecharts? One explanation is thatit is a dynamic and diverse spiritwith a “fun in the sun” image.Rums are made in exotic places ina broad range of styles—from clearand light-bodied to dark and fullflavored.It is also a spirit thatadapts well to barrel aging, andunlike vodka, rums are gracedwith brilliant hues and captivatingaromas. Its approachabletaste profile means that there’sno learning curve necessary toenjoy rum. Rum is also relativelyinexpensive, another advantage itenjoys over other spirit categories.But the shared attributes thatput rum on the map are theirmixability and universally popularflavor. “Rum can be used inany cocktail that calls for eitherwhiskey or vodka, only the resultingdrink will likely taste better,”says Aidan Demarest, master mixologistand owner of Neat in LosAngeles. “Premium rums have ataste and aroma that lifts it headand shoulders above most otherlight liquors when it comes todrink making. Rum brings with itan attitude of fun, relaxation andenjoyment. It has an easy going,laid-back persona that most everyonecan relate to.”With the resurgence of the cocktailand strengthening sales ofspirits on-premise, the categoryis a natural beneficiary. “The primarymarket segments for rumare men and women betweenthe ages of 21-29. Its rich flavors,mixability and affordabilitymake the whole category attractiveto consumers,” observes KimBrandi, CEO of Iconic Brands,importer of recently releasedDeadhead Rum, Apocalypto Tequilaand Flashbang Spirits. “Traditionalon-premise consumers,empowered with more disposableincome and knowledge as theymature, are now buying rum atretail outlets as well, further drivingoverall category sales.”“Look for the super-premium segmentof the rum category to continuegrowing rapidly,” contendsJulie Reiner, owner of New York’sfamed Flatiron Lounge and TheClover Club. “For a brand of luxuryrum, its consumers are ‘optingout’ of other spirit categoriesand switching from other superpremiumbrands. As more upperechelon rums become available,expect to see a significant exodusof consumers from the other spiritcategories. Top-shelf rums areone of the few luxury items thatmost people can easily afford.”Another propelling force inrum’s climb to stardom is the8 Beverage Journal June 2013 www.BeverageJournalInc.com