NEW DARLING OF THE SNIFTER SET
By Robert Plotkin
Honestly, wouldn’t you rather be somewhere else right now? Someplace intriguing, like Martinique, Jamaica or on the beaches of Barbados? Perhaps lounging about in Nassau or soaking up the rays in Aruba? The allure of the islands is nearly irresistible and a perfect tonic for those of us who long to escape the day-to-day. It’s why Gauguin ran off to Tahiti.
"We all daydream about soaking up the sun on a beach in the Caribbean, but sipping a premium rum allows you to experience an island adventure regardless of where you are," said Emma Medina, Brand Manager, Cruzan Rum. "Rum truly embodies the Caribbean - from the exotic places where it's created to its rich and robust natural flavor. It's no surprise that rum is gaining popularity as Americans refine their palate and realize its versatility.
Añejo rums are poised to be the next megatrend in the beverage business. Smooth and luxurious, aged rums have more in common with a cognac or sherry than they do with their unaged counterparts. They are elegant, sophisticated spirits best appreciated in a brandy snifter.
“We’re seeing a change in drinking patterns in our hotels outlets nationwide. Sipping añejo rums has clicked in a big way,” observes Al Ferrone, director of food and beverage for Promus Hotels. “There has been in an influx of absolutely intriguing rums in the past year or so. They’re packaged beautifully, inviting people to drink them straight. Connoisseur consumerism has definitely found a new preoccupation.”
One marketing advantage aged rums enjoy over other spirits, such as brandy or single malt scotch, is that it is relatively inexpensive. Appleton Estate Extra, which is aged in wood for twelve years, wholesales for about $20 per 750ml. Compared to most twelve-year-old spirits, that’s a considerable bargain.
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