Luis Ayala, Editor of "Got Rum?" magazine, Rum Consultant and Founder of The Rum University.
Luis Ayala with Snifter of Rum
Luis Ayala, Editor of "Got Rum?" magazine, Rum Consultant and Founder of The Rum University.
Distilled How Many Times?
In the frenzy to differentiate their products from their competitors’, some craft distillers (rum, vodka, gin, etc.) are resorting to creative interpretations of how their stills work to make fabulous-sounding marketing claims. Have you seen labels for spirits that claim to be 3, 5, 8, 10 or more times distilled? Some consumers are drawn to them like moths to a flame, while others, the more savvy ones, simply smile and keep on walking down the aisle.
By definition, a “batch” represents a session where the pot still is started with liquid at a specific alcohol strength/ Through evaporation and condensation, an alcohol of higher strength is condensed and collected OUTSIDE of the still. The batch is completed when the original liquid is deemed to have been “spent” and the kettle is emptied and washed prior to processing the next “batch.”
In reality, however, there are many craft distillers who claim that, by having a reflux installed, the reflux acts as a secondary distillation. Others, who have rectification columns attached to their stills go a step farther, by counting each plate in their columns as an additional batch distillation. Thus, a pot still with a reflux and a 6 plate column, in their minds, produces an 8-time distilled spirit!
True batch re-distillation involves the application of a lot of additional energy, since each time the liquid base needs to be brought up to its boiling temperature. Granted, the higher the alcohol content of each batch, the shorter the time to bring it to a boil, but the distillation does tie up equipment, labor and energy.
Perhaps these distillers truly believe that they are being clever and that they are not hurting the industry, but often times their near vision comes at a great price, as consumers realize the misleading practices and decide to boycott the brand altogether.
There is a famous quote by Calvin Coolidge that summarizes my stance on this:
“There is no dignity quite so impressive, and no one independence quite so important, as living within your means”
And an equally famous quote by Oscar Wilde that illustrates the point I’m criticizing:
“Anyone who lives within their means suffers from a lack of imagination”
I want to take this opportunity to thank all those distillers who stay away from such fantastic and imaginative claims, who simply keep focused on the task at hand and let the quality of their distillate speak for itself.
Cheers,
Luis Ayala, Editor and Publisher