Strength in Diversity
Luis Ayala, Editor of "Got Rum?" magazine, Rum Consultant and Founder of The Rum University
I’ve often talked about how rum’s versatility and appeal are derived from its diversity, both in terms of geographical origins and styles. This issue of “Got Rum?” scratches the surface of one such style: Rhum Agricole, and although some hardcore aficionados of this type of rhum would insist that ALL rum in the world should be made the same way, I prefer to maintain the aforementioned stance.
From a market competitiveness perspective:
In the USA, whiskey and vodka lead all distilled spirits in terms of overall volume (all price ranges) and also in quantity of premium and super-premium offerings. If we want rum to grow as a category, it needs to attract and retain whiskey and vodka consumers. Rhum Agricole, with its “Vieux” and “Tres Vieux” categories is poised to lure and enamor Whiskey and Bourbon drinkers. Light rum (low congener) is equally positioned to do the same with vodka drinkers. Once those drinkers are properly introduced into the rum category, via products with organoleptic and congener levels that already appeal to them, many of them will explore the range of rum offerings, settling on whatever style(s) resonate better with them.
From a cultural identity perspective:
There are many economic and cultural reasons that either led to, or that were derived from, each country’s approach to cane cultivation, sugar and rum production. To suggest that these reasons should be set aside and new procedures implemented is to shift into high gear a process that is already slowly-eroding at the base of the sugarcane agriculture business. Due to environmental impact, decreasing farming subsidies and tougher international competition, many sugar mills and distilleries are already facing closure. This is something that should send chills down the spines of true rum lovers around the world.
Strength comes in many shapes and, in the case of rum, it comes with many congener levels and foreign accents. This, I’ve always believed, is rum’s true advantage over whiskey and vodka.
Cheers,
Luis Ayala, Editor and Publisher