Rum-inations
Why 2020 proved to be a good year for rum
Our contributing editor reflects on 2020
Without wishing to invoke the whole “well how about that 2020 eh?” cliché, I have to say that perhaps because of the various circumstances arising from the last year – for many people – rum has become the new norm.
Rum was already on the up in terms of availability of the good stuff. That same category has now ‘enjoyed’ a protracted period of focused international and educational events where we no longer wait for producers and brand owners to travel to our market. From private Zoom-style masterclasses to an almost bewildering amount of social media content that has once again been focusing on the producer, subcategories, and related conversations – we have been spoilt, and potentially even overloaded. The awardwinning 24-hour Black Tot Day celebrations reflected the quick and wholehearted adaptation to the enforced circumstances, creating new commercial opportunities, and we have the (Virtual) Rum Show this year to look forward to.
Moving online went some way to make up for the lack of in-person experiences we have come to rely on, and lockdown found lots of people with time on their hands to explore new things and the desire to trade up their regular tipple. Staying in became the new going out, and some folks have capitalised on that. For my part, I hope that we continue to leverage these educational opportunities as well, but long for the chance to travel again, just like the old normal.
I gave up trying to follow every forum as there are far too many these days, but the vibe is that it has been a constant trickle of ‘Hi! I’m new to rum’ folks making themselves known, as well as those looking to trade up to new experiences. Personalities are stepping up, providing guidance, and reputations have been firmly established.
The feedback from retailers is positive in terms of increased sales, ostensibly linked to the upturn in interest, but of course, we need to balance that against the equally large downturn in sales that is related to the hardships experienced by the hospitality industry. I think it is going to be a little while yet before we know the full picture.
Some things have not changed at all. I still have folks continuing to tell me that they love rum, proceeding to reel off a list of spiced and flavoured brands. It is a perspective that I find increasingly disturbing, as I feel that the general quality perception of rum will be limited until it finds a way of distancing itself from its spiced cousin – leaving it to stand proudly on its own. So, if you are reading the start of that last sentence with a sense of confusion, then I should say that rum cannot be flavoured, and still be called rum. I am not trying to be a killjoy; it is a fundamental and vital regulation and is just how it is.
Honestly, though, the last year has seen so much innovation in terms of flavour profiles, use of botanicals, and even just how brands present themselves in the marketplace. It is so different and vibrant that it demands a marketing focus which targets the right demographic.
Irrespective of which style of rum is your jam, increasingly delicious, engaging, innovative and collectable offerings for your glass are being released. The investment buyer – or ‘scalper’ to some – may be commonplace in other circles, but it’s increasingly present in rum, and I’ve got to say it, the whole ‘buy now to make a buck later’ approach does grate on me. Sour grapes really – my purse doesn’t quite cover all the things I want after all!
“... increasingly delicious, engaging, innovative and collectable offerings for your glass are being released”
As I pen this epistle, my move back out into the real world is starting to happen as I host ‘in-person’ tastings and trainings once more – although I haven’t totally moved away from being in front of the camera just yet. Here’s to sharing a glass in person once more!