Avast Booze Marketers! Are Ye Ready for the Perfect Rum Storm?

THE BOOZE BIN

By Rosalie Morton @rosaliemo

Whiskey is the new “it” beverage. Gin has become the darling of speakeasies and hipsters, with mixologists whipping up Ramos Gin Fizzes, and Hendrick’s Gin finding a plethora of hipster devotees through its pop-up events and seersucker social sponsorships. Bethenny Frankel’s Skinny Girl Vodka has found its way into the liquor cabinets of calorie-counting millennials and desperate housewives everywhere. Patron’s ad campaign touts it as the perfect gift for any party. I’ll drink to that.

But what about rum, beverage of choice for Captain Jack Sparrow? Pirates are ever-so-cool these days, but why hasn’t rum been in the spotlight lately? According to a great piece in The Atlantic, rum hasn’t experienced the innovation of other liquors… instead it has experienced consolidation. Overall, the sector is dominated by Bacardi, Diageo (makers of Captain Morgan) and Pernod Ricard (makers of Havana Club). These juggernauts dictate the market’s direction. Small Caribbean island countries each have little producers dominating their own markets and without local competition, there is no need to innovate. Ideas, techniques and products aren’t shared. They export, but their rums are just clones of the big guys. You won’t be seeing a battle for the best premium rum anytime soon.

However, we are starting to see some innovation despite these seeming impasses:

- Artisanal Rums: Rum lovers with an entrepreneurial spirit just can’t help themselves, thank goodness. Where the average Joe sees a hopeless situation, these whipper-snappers see opportunity. Take Kelly Railean of Railean Handmade Texas Rum: “Sure, friends and family thought I was crazy to leave my cushy wine job and start up a rum distillery, but my husband and I had a vision” (Examiner.com). Railean, Folly Cove, and 85 Lashes all tout their premium, small batch recipes. But shoo, their creative, web design and branding could use some TLC.

- The Rum Bar: A few of these gems are cropping up here and there across the U.S., featuring large quantities of small batch rums for tasting, as well as the ultimate crowd pleaser… rum punches. Take the punch service at Cana Rum Bar in Downtown L.A. This is not your dad’s Sunday Planter’s Punch. Take, for instance, the “Jitterbug Perfume,” which combines Jasmine-infused Bulleit Rye, Smith & Cross and Coruba Jamaican rums, grapefruit, lime, strawberry and Luxardo Abano. You and up to seven friends will be in for a fun night at $104 (nobody ever said it was easy on the pocket-book!)

From the looks of it, we’re getting ready for the perfect rum storm.

With this resurgence will come better branding for these small distilleries and in turn, more awareness. Plus, we all know Americans like to support the little guy (just like the craft beer movement of late).

Will rum rise above? My guess is yes.

About Rosalie Morton:

As a senior account executive, Rosalie CRT/tanaka clients’ traditional and social media relations initiatives and provides crisis counsel. She has successfully placed speakers at high-profile industry conferences, submitted winning award entries, planned events and media tours, managed social media campaigns, served as editor for client blogs and garnered placements in top-tier traditional and social media. She can often be seen on the third floor of the Richmond office, trying to find her dog, Petey, who has most likely snuck into someone else's office to beg for food.