On the grapevine

SAM WYLIE-HARRIS ON... JOINING THE RUM RENAISSANCE

RUM is on a roll. Not the ‘party hardy’ white stuff we sink on holiday when we’re feeling free-spirited, tapping into island life and want a dose of the local grog.

We’re talking a shade darker, whether it’s a dark bronze with reddish highlights, a gold as fine as the sand, or a sweet measure that’s exotically spiced with a luxurious richness that’s good for sipping as well as mixing – and really makes you want to champion this pirate spirit.

“We’re seeing drinkers explore darker rums with real enthusiasm – our top 25-selling rums are currently all dark, golden or spiced,” says Amy Matthews, senior brand and content manager at drinks retailer 31DOVER.

“The best rum producers are getting seriously creative with their branding, putting time and effort into telling the stories behind the drinks, and convincing people of the quality of what’s inside the bottle,” she adds.

Amy links the growth in rum to rapidly expanding opportunities for drinkers to explore for themselves: “The choice of rum style and origin is more diverse than ever.

“Thanks to some of the best bars showcasing top rums, drinkers aren’t afraid to experiment. “The Hoxton Banana

Rum (£32.95 for 50cl, 31DOVER) is a great example of a fresh, modern flavoured rum from London,” Amy continues. “And the Spytail Black Ginger

Rum (£25.95 for 70cl, 31DOVER) is a French take on warming, spiced ginger rum,” she adds.

Rum spells flavour and heritage and there’s much more to this exotic offering than a retro pina colada, or quietly dangerous summer punch. And the trend for flavoured rums is unlocking a whole new world of flavours.

“For example – an espresso martini is normally made with a plain vodka, but if you make it with hazelnut rum and also add a splash of salted caramel syrup, it takes the drink to a whole new level,” says Edmund Wood, founder of Belgrove

Hazelnut Rum (£41.95 for 70cl, Master of Malt).

Jack Denley, brand executive for Spice

Hunter, says they saw the opportunity to create a genuinely spiced rum “that once mixed, didn’t get washed out, and wasn’t too sweet for a proper spiced rum and cola”.

Jack adds: “Instead, the spices could shine with a real rum backbone holding it all together. That’s why we brought authentic, aged Mauritian rum together with 13 spices to create Spice Hunter Spiced Rum, Mauritius (£25 for 70cl, Berry Bros & Rudd), a truly bold spiced rum.”