New Sexier Rum?

[Edward Hamilton]

SX Latin Brands is launching new premium spirits with rum, tequila and cachaça flavors. The press release was quite revealing. Seems someone thinks that charging $39.99 for a 35%ABV product is going to change the(ir) world.

[Arctic Wolf]

High Spirits also has a new line of extremely well packaged spirits. I was told by the marketing agent that the entire line-up was "Ultra Premium". When you read the website they state that their Rum from Trinidad and Tobago has been "perfectly temper aged for two years".

[Jwilly019]

"Ultra Premium" rums that are aged all of 2 years? 35% ABV? Infused with "mint" and "lemon"?

I'll pass.

[GuzziJason]

Interesting that (in the case of SX) they are deliberately targeting the female market.

For some reason, I see this stuff being used in mixed drinks, that result in a session of technicolor vomiting after a night of partying, with the lesson learned being "ugh... I can't drink rum, it makes me sick!" :-)

__Jason

[Jolipapa]

a session of technicolor vomiting after a night of partying, with the lesson learned being "ugh... I can't drink rum, it makes me sick!"

B....y right, next time I'll stick to that baobab infused egyptian vodka, so smooooooooth! LOL

[TriniRumCork]

Originally Posted by GuzziJason

Interesting that (in the case of SX) they are deliberately targeting the female market.

For some reason, I see this stuff being used in mixed drinks, that result in a session of technicolor vomiting after a night of partying, with the lesson learned being "ugh... I can't drink rum, it makes me sick!" :-)

That's probably why people tend to initially refuse rum when I offer it at my house...and then can't get enough when they get a taste of what I have

I think if importers spent less time on the these new 'exotic' blends and instead tried promoting good aged rum it might actually make inroads in the US market....then maybe I might be able to walk into my local ABC store and find something worth drinking for a change.

Edit
I just read the article about Rum Cover Over which looks to be a big part in why certain (cheap) brands are common while good rum is hard to find in the US market.