Categorically Flawed – How Rum’s Classifications Hold It Back

Think for a moment about your vehicle. Or if you don’t drive, picture the nicest car you’ve ever been in. What would you answer to someone who asked what it kind of car it was? Odds are you wouldn’t answer “Red” or “Purple.” It’s also a safe bet you wouldn’t reply, “An aluminum frame, two door, four cylinder front-mounted-engine car.” And as oddly specific as that sounds, it still may not convey what it is – after all, you might be talking about a Mini Cooper or a compact pickup truck.

Even specifying a brand doesn’t help. Simply by naming Chevrolet or BMW, you could be referring to a super sporty race car like a Corvette, or a sport utility. We’re used to using all sorts of categories for vehicles (color, manufacturer, size, country of origin, intended use), and we instinctively use the right category to describe the situation at hand. When watching for our Uber to arrive, we care more about the color– not whether it was made in Japan versus Brazil. But when it’s time to register that vehicle, the make and model are paramount.

What does all this have to do with spirits? Well, the world of rum shares many close similarities to the vehicle classifications above: The community instinctively talks about “white,” “Jamaican,” “column stilled,” “English style,” and “overproof” rums. We instinctively understand and use many different rum classification systems, although we may not overtly think of them as such.

The problem with these long-standing rum designations is that we lump vastly different spirits into ill-defined and often flat out meaningless categories – they convey little or no useful information. That in turns leads to broad misunderstandings about rum, which holds it back from greater acceptance in the world of distilled spirits. Rum is a noble spirit, on par with the finest Scotch whisky, Cognac, or Bourbon. But pervasive talk about “silver rum,” for example, makes that acceptance by a wider audience much more difficult.

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A Victory Lap Around Indy’s Craft Cocktail Scene at Mixture 2016

In any city worth its cocktails, there’s at least one or more person who cuts a wide swath of influence across the local bar scene and rises to national prominence – a person whose name becomes linked with the city and its drinking culture. Seattle has many, including Andrew Friedman, Jamie Boudreau, and Anu Apte. In Portland, Jeffrey Morgenthaler fills that role, while Huston has Bobby Heugel. In Indianapolis, Crossroads of America, Ed Rudisell is on track to join that club.

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The Cocktail Wonk Guide to Effective Social Media in the Spirits Industry

At the recent California Rum Festival, I presented a session about my experiences in building a large social media following for the Cocktail Wonk brand, plus observations on what works and doesn’t work for other social media feeds.

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Stalking the TTB: Upcoming U.S. rum releases from Mount Gay, Appleton, Samaroli, and more! July and August 2016

With two more months in the rearview mirror, it’s time for another methodic scan of the TTB site for new rum releases–or more accurately, TTB approvals for new releases. The list at the end of this post contains my curated picks for new rums with a good chance of appearing on U.S. shelves and in your local watering holes later in 2016. I’ve previously written about searching the TTB site for recent label approvals; if you’re not familiar with the TTB and/or the approval process, that post is a good place to start before diving in here.

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California Rum Festival 2016 in Pictures

To the uninitiated, a spirits festival, especially one focused on rum, might seem like an exercise in debauchery with faux pirates swinging from the chandeliers. As appealing as that may sound to some, a well-run rum event like California Rum Festival dispenses with the antics and serve two important purposes. First are the stated goals of educating consumers, those within the bar industry as well as enthusiasts. Educational seminars provide in-depth information on rum-related topics, and brands pour their products for attendees to taste a wide variety of rums. The second, unstated purpose of rum festivals is a rum family reunion. Thanks to the Internet and social communities on Facebook, producers, influencers, and enthusiasts from all over the globe have the chance to talk rum nearly 24/7. But rum festivals are where large groups of the family get together for a few days to really wonk out.

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Rum is made from Sugar – And so are Bourbon, Cognac, Vodka and Tequila

A recent article in Harper’s, The Rise of Rum Part 2: Reaching new sugar highs, has been making the rounds in the rum community, and not in a favorable way. While purporting to educate, promote and document rum’s recent rise in popularity, it actually does quite the opposite, with inane, and misleading passages like this:

Rum is sugar-based so it is more of an upper rather than downer. It’s suited to late night bars and rum-based cocktails like mojitos and daiquiris….

Rum has a broad appeal because its ingredients are sugar cane and molasses,” he explained. “I’ve noticed that the younger generation like a lot of sweetness in their drinks”

It’s not stuffy like cognac, overly traditional like whisky, depressing like gin, or superficial like vodka. It’s made of sunshine.

No, to be quite honest, rum is made from fermented sugar, and so is every other distilled spirit. Surprised? Read on.

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