Documenti di Didattica
Documenti di Professioni
Documenti di Cultura
from tiki to
premium: rum
keeps growing By Jack Robertiello
Of course, the Mojito has a lot to do with at whiskey and brown spirit drinkers. “We’ve pand beyond Florida, where it is especially
breaking the rum and cola habit (though an- seen a heightened consumer demand for a popular, and New York. “Aged rum is easier
ecdotal bar reports indicate the tandem still more flavorful and complex taste experience, to get into than Scotch and even bourbon,”
dominates). But with RumBa and other bars which plays perfectly to our Appleton Estate says Armstrong. “For most consumers, it’s
using fresh squeezed sugarcane and Carib- distilled rums,” says Pennacchio. One ad an easier entry point for straight spirits.”
bean mint in their Mojitos, tweaking recipes reads: “It spent 12 years in a barrel. The last The company currently offers an Añejo and
with grilled pineapple and using more pricey thing it wants to see is the inside of a blender,” Añejo 7 Year Old, and the Añejo 12 Year
rums, it’s no wonder that premium rums while trade info communicates how Appleton Old rum will be rolled out later this year via
grew 8% in 2008, according to the Distilled is made from estate-grown sugarcane in copper a recently signed deal with Van Gogh Im-
Spirits Council (DISCUS). spot stills. ports for broader U.S. distribution.
CATEGORY FOCUS
Premi
Trading Up
um Rum Since 1760
spiced rum, has expanded its line year-end holidays. This summer they’ll get
to include Coconut, Raspberry Captain Morgan and cola to compete with
and Vanilla offerings. domestic beer through what marketers are
Pernod Ricard-owned Malibu calling a “40 pack” – a 1.75 L bottle of Cap-
has recently rolled-out Tropical tain Morgan with a 2 L bottle of cola. Also
Melon, which joins original coco- of significance, they are introducing Parrot
nut, banana, mango, passion fruit Bay Strawberry and Parrot Bay Orange, two
and pineapple in the lineup. Like new fruity, mixable flavors.
with other Malibu flavors, Tropi- Sailor Jerry tapped into film to promote
cal Melon starts with coconut- their Original Spiced Navy Rum. The fea-
flavored rum, with watermelon ture-length documentary, Hori Smoku Sailor
and cantaloupe flavors added. Jerry, focusing on the famous tattoo artist
Malibu will spend much of the who branded his ink on thousands of World
$3 million launch online. “The War II soldiers based in Hawaii, was released
Malibu consumer is generally 21 this summer, adding a human dimension to
to 26 years old who spends much the brand.
of their lives online, and that’s 10 Cane is engaging the on-premise
Malibu’s new Island Melon
Cruzan where we’re driving our activi- with its new logoed pitcher. Filled with icy
makes a splash ties,” says Lisa McCann, senior cold mojitos or fresh daiquiris, the 10 Cane
brand manager for Pernod Ricard. Pitcher is ideal for rooftop, terrace, patio,
“We’re getting high tech, working with sites beach and pool venues, and holds five to
like Hulu to integrate the melon idea, and six cocktails. All venues that feature the 10
we’ve developed widgets and online applica- Cane Pitcher will receive custom bar staff
tions for the iPhone, and viral videos.” and waitstaff training as well as program
The brand is also hooking up a two-year tools and point of sale materials.
deal as official spirits sponsor of the Asso- The St. Croix, USVI-produced Cruzan,
ciation of Volleyball Professionals (AVP) which recently moved to Beam Global, has
Crocs Tour, integrating signage and a spon- a redesigned bottle upgrade meant to high-
sor “village” into the nationally televised light its origins and advance the brand up
events and supporting the program with lo- the premium ladder. A national advertising
cal advertising and retail display materials. campaign focuses on the brand’s St. Croix
And they have partnered with Reefcheck, origins. “Beam has done testing on who is
a non-profit monitoring the world’s island the rum consumer, and we’ve developed a
reefs. A limited edition bottle launched in profile of what we call the rum tribe, a group
July is part of the program. with a really high optimism level and we’re
The recent roll-out of Pernod Ricard’s off- using that in advertising,” says Andrea Bear-
Bacardi’s Dragon Berry Captain Morgan
premise focused Seagram’s Smooth Brazilian bower, Cruzan brand education manager.
Rum (white, citrus and raspberry) ramps up With nine flavors (banana, black cherry,