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.
It’s Wednesday, July 20th, the first full day of Tales of the Cocktail 2016. The line outside of the Orleans room at the Hotel Monteleone had started queuing at least thirty minutes earlier, for a highly anticipated event that was scheduled to start soon: The official public unveiling of Plantation’s new O.F.T.D. Overproof rum.
Arriving early, I secure a spot not far from the head of the line. Shortly, Guillaume Lamy, Vice President of Cognac Ferrand and Plantation Rum, pops out of the room where preparations are still underway. We chat briefly and he mentions that just five days earlier, the half-pallet of O.F.T.D. now on-site in New Orleans was sitting in a warehouse on the East Coast, awaiting the U.S. government’s approval for importing–always an uncertain process. Talk about cutting it close!
In the lead up to (a particularly rum focused) Tales of the Cocktail 2016, after many months of speculation, French producer Plantation Rum today announced their newest mainstream blended rum: O.F.T.D. The new offering is a blend of rums. The label says Jamaica, Guyana, and Barbados, coming in at a high octane 69 percent ABV (138 proof). Its predecessor, Original Dark Overproof, is composed of entirely Trinidad rums at 73 percent ABV, or 146 proof. Although the main label doesn’t explicitly say “Old Fashioned Traditional Dark,” a sticker on the label says “Old Fashioned Traditional Dark”. However, there’s an alternative meaning. Use your imagination! Or just check out my photos from the launch party.
The eye-catching label tells the story of a rogue’s gallery of well-known rum and Tiki celebrities who came together to influence its taste and character. From the bar world:
This posts is for my rum wonk compatriots who are always searching for new rumtastic beauties for their collection. In a prior post, I wrote about the searching the TTB site to look for TTB label approvals. Generally speaking, each unique spirit must get TTB label approval before it can be sold in the U.S. The presence of TTB label approval implies that the producer plans to bring this sprit to market. To get label approval, label images and other details must be provided to the TTB. In turn, this information and label images for approved labels are available to anybody on the TTB site.
To construct the table below, I did a targeted query against the TTB database, constrained to the past few months, and then cherry picked some of the label approvals that I think are of broadest interest to the rum community. There are certainly more rum approvals than what’s listed here. It’s also likely that many of the rums in this list haven’t been officially announced by the brands. There is often a significant length of time between label approval and bottles appearing on the shelf.
If you ask me for my favorite site for learning about new spirits releases, I’m almost positive the answer will surprise you. Sure, there are great sites like Liquor.com and countless blogs (including this one) which breathlessly promote little nuggets of information, frequently gleaned from a spirits company’s PR rep. (Not that there’s anything wrong with that.) But what if I told you about a site that lists every single purchasable spirit, regardless of who makes it? And frequently well before it’s on any liquor store shelf? (Small disclaimer: This site only covers spirits for sale in the United States, but the U.S. has a huge spirits market.) Now are you intrigued? Even better, imagine that site was searchable by product name, type of spirit, or producer? Now how much would you pay?