Playing for flavour

Flavoured rums do not need any explanation – the name is self-explanatory, but it is easy to dismiss out of hand what is becoming a remarkably diverse category.

There are different ways to add flavour, and other presentation styles, some of which have history and tradition. Mass-market brands such as Captain Morgan Spiced, Kraken, and Sailor Jerry may not represent craft production’s pinnacle, but they have huge sales volumes – a commercial success story, even if they are not necessarily critically acclaimed. Meanwhile, brands such as Sailor Jerry tap into tattoo culture, broadening consumer appeal.

Moving beyond the widely used vanilla, cinnamon, clove, ginger and nutmeg flavourings, we find producers using more innovative botanicals and maceration to create entirely new flavour profiles. There is lots of room to innovate to gain broader, cross-category appeal. Brands in this sub-subcategory of rum are just getting going, and we can expect far more development here.

At the other end of the scale, we can find rhum arrangement – literally rum arrangements produced in various ways, but all are made by macerating fruit and spices in agricole or sugarcane juice rhum. The natural fruitiness of agricole rhum complements the use of pineapple, banana and passionfruit.

Further flavour dimensions are achieved using spices such as vanilla and star anise. These sorts of products can be purchased commercially. However, it is entirely normal for families to make their own to enjoy at Christmas and other holidays.

Whichever particular style is your jam, the consumption method is just as broad – many drink perfectly well neat, but in the main spiced rum is consumed with a simple mixer, most commonly cola or ginger beer. However, with more well-crafted offerings coming to market, the opportunity to use these as modifiers or primary ingredients in cocktails will surely follow.