09/02/2016
”Rum is more than just a drink – it’s a way of life.” -says self-styled global rum ambassador Ian Burrell.
”The rum category is currently the most under-premiumised spirit category, the opportunities for premiumisation are clear to see. As the middle classes around the world continue to grow, we’re seeing an increasing number of discerning drinkers with high disposable income who are looking for authenticity and crafted quality from their drinking experiences and, as a result, the ultra-premium/prestige end of the rum category has experienced rapid growth in recent years.”
Blacknell adds.
You could argue that rum does represent a way of life, a culture that other spirits do not! That character or culture is probably best summed up as: sun, beaches, palm trees and partying. But for dark, aged rums you need to strike a more serious note if you are to be taken, well, seriously.
Ian Williams, author of the book: Rum: A Social & Sociable History of the Real Spirit of 1776, says: “It is a wonderful and greatly under-appreciated drink. For the connoisseurs an aged rum can match and even surpass a single malt scotch or a fine cognac.”