Got Rum? ®
c ontents
July 2025
5 From The e di T or
6-9 The Angel’s s h A re - r um r eviews
10-13 C oo K ing wi T h rum
14-17 T he rum mixologis T
18-19 T he rum universi TY® li B r A r Y
26-29 The rum his T ori A n
30-33 T he r um l AB or AT or Y
36-39 rum in T he news
40-46 T he swee T B usiness o F sug A r
48-55 The sug A r mill: origins A nd evolu T ion
56-59 T he ex Q uisi T e world o F C ig A rs g ot r um? July 2025 - 3
Got Rum? ®
Printed in the u s .A. A publication of r um r unner Press, i nc. Taylor, Texas 76574 - u s .A.
Tel/Fax +1 (855) rum -T i P s © 2025 by r um r unner Press, i nc. All rights reserved. July 2025
e ditor and Publisher: luis@gotrum.com
e xecutive e ditor: margaret@gotrum.com
Cigar and r um: philip@gotrum.com
Angel’s s hare: paul@gotrum.com
r um h istorian: marco@gotrum.com
r um in the n ews: mike@gotrum.com
Cooking with r um: sue@gotrum.com
w ebmaster: web@gotrum.com
d irector of Photography: art@gotrum.com
i f you would like to submit news or press releases, please forward them to: news@gotrum.com
You can download the free electronic version (low-res) of this magazine, or purchase the high resolution printed version at: WWW. gotr U m . com
The printed version of “ g ot r um?” is produced with F s C-certified paper, which means it is from responsibly managed forests and verified recycled sources. F ron T C over : o n r ocky Terrain inside s P re A d : Fire And i ce
F rom T he edi T or Adaptation and Evolution
i n business, as it is in nature, organisms/organizations must adapt to changing environments in order to survive. And just as it is in nature, inadequate survival strategies will lead to reduced growth rates and, ultimately, inability to compete against those equipped with better strategies. There has been considerable disagreement i n the scientific community as to how evolution proceeds: is it by gradual accumulation of small changes (microevolution) or does it occur by large major changes (macroevolution) interspersed with times of relative stability? Both views have proponents, and it is also possible that sometimes evolution proceeds one way, and at other times, or in other groups of organisms, in another.
The same applies to the world of business. Companies like Amazon can evolve by leaps and bounds, expanding from retailing only books at the beginning to a present-day model that includes just about anything imaginable. s ingle-commodity traders, like companies that only sell paint, struggle to survive, focusing only on adding gradual services (like delivery) to their offerings, rather than exploring changes to their perceived core.
For us in the alcohol industry, adjusting our operations to survive in a changing environment is an exercise between small, gradual changes and fundamental, major transformations.
i am still surprised by the number of craft distillers not taking advantage of the growth in r eady To d rink ( r T d ) beverages and the cash flow they can represent.
Time, however, is the surest way to determine which survival strategies were the most and least appropriate. i hope to see as many of our fellow distillers on the other side of the finish line!
Cheers!
l uis Ayala, Editor and Publisher
http://www.linkedin.com/in/rumconsultant
do you want to learn more about rum but don’t want to wait until the next issue of “got rum?”? Then join the “rum lovers unite!” group on linkedin for updates, previews, Q&A and exclusive material.
T he A ngel’ s sh A re
by Paul s enft
m y name is Paul s enft - r um r eviewer, Tasting host, Judge and w riter. m y exploration of r ums began by learning to craft Tiki cocktails for friends. i quickly learned that not all rums are created equally and that the uniqueness of the spirit can be as varied as the locales they are from. This inspired me to travel with my wife around the Caribbean, Central America, and u nited s tates visiting distilleries and learning about how each one creates their rums. i have also had the pleasure of learning from bartenders, brand ambassadors, and other enthusiasts from around the world; each one providing their own unique point of view, adding another chapter to the modern story of rum.
The desire to share this information led me to create www. r umJourney.com where i share my experiences and reviews in the hopes that i would inspire others in their own explorations. i t is my wish in the pages of “ g ot r um?” to be your host and provide you with my impressions of rums available in the world market. h opefully my tasting notes will inspire you to try the rums and make your own opinions. The world is full of good rums and the journey is always best experienced with others. Cheers!
Cruzan “ i sland r eserve”
l ocated on the island of s t. Croix, the Cruzan r um d istillery was acquired by s untory g lobal s pirits, formerly known as Beam s untory, in April of 2014. The distillery ferments molasses and distills their rum in a five column still system. They then age their rums in used bourbon barrels before blending to proof and bottling. Cruzan is known for producing a line of flavored rums, cocktail-focused ingredient rums, and a few aged sipping rums. n ew to the sipping lineup is the Cruzan “ i sland r eserve.” The 13 Year old rum blend is comprised of 13 year old rum (48%), 16 year old rum (22%), and 20 year old rum (30%), and they use approximately 800 barrels of rum to create the final product. After the aging process, the rums are transported to Bardstown, Kentucky, where they are blended to 40% AB v and bottled.
a ppearance
The 750 ml bottle’s front label provides a good amount of information about the rum, and the back label warns the consumer that there might be “floc and haze,” which is a natural feature of aged rum. The wooden capped synthetic cork is secured to the bottle with clear security wrap that had to be cut off to be removed.
The rum holds a dark amber color in the bottle and lightens to a medium golden amber in the glass. s wirling the liquid creates a medium band around the tasting glass that slowly thickens before releasing a single wave of legs that cling to the sides of the glass and evaporate before they return to the liquid at the base.
n ose
The aroma leads with charred oak notes manifesting as toasted coconut, caramel, and allspice. After the rum sat for a few minutes, i discovered a hint of dried apricot and honeyed banana chips with a nip of cinnamon.
Palate
The first sip delivers a swirl of caramelized vanilla, charred oak tannins, and orange zest along with the burn of the alcohol. As i continue to sip and evaluate the r um, the dried apricot and honeyed banana linger midpalate with a hint of cherry weaving in and out, while the spicy oak notes form the foundation. These oak notes manifest as toasted coconut, black pepper, allspice, and cinnamon before transitioning into a long, smoky, lightly acidic, sweet finish.
r eview
i t has been a while since Cruzan released a rum engineered primarily to be a sipper. i believe the closest they have come is in some of their single barrel products. The rum has an interesting complexity that unfolds during the tasting experience, and the toasted coconut and dried fruit notes were a nice touch. The blending team did a good job of balancing the flavors, as the wood notes could have easily overwhelmed the palate, making this a much simpler experience. o verall, a pleasant surprise with a good price point for easy sipping or enjoying in a classic cocktail. This is a good recommendation for bourbon fans who are curious about rums produced in the u s v irgin i slands.
T he A ngel’ s sh A re
by Paul s enft
Flag s eries
Cambodia 2016
i received a sample of this rum and thought it would be interesting to review it, as i have not tried anything from the l a m aison and v elier Flag series. The Cambodia 2016 was created at the s amai distillery located in the city of Phnom Penh using fermented molasses and distilled using a copper pot still. The rum was then aged in used bourbon casks for five years in Cambodia and then an additional three years continentally in e urope. The rum is bottled at 48.7% AB v and limited to 215 bottles. n o coloring or additives were used to create this rum.
a ppearance
The rum holds a solid golden amber color in the bottle and glass. s wirling the liquid creates a thick band around the glass that releases one wave of fast moving legs, and then a second wave of incredibly slow legs descends the side of the glass.
The bottle is packaged in a black 750 ml standard long-neck bottle with a red wax seal covering the cap and neck. The label provides the basic details of the rum.
n ose
The aroma leads with a strong dose of vanilla followed by fruit notes of overripe banana, tart pineapple, and
lime zest. The wood notes drift in with hints of aged tobacco and roasted walnuts.
Palate
l ike the aroma, the first sip delivers a punch of vanilla-laden alcohol that conditions the tongue. Additional sips reveal a hint of peppercorn that just sits and lingers mid-tongue until it is replaced by a limoncello flavor. s picy nutmeg nips around the edges of the experience, and as it fades, a vanilla custard cake flavor forms the finish.
r eview
i am not sure if i ever reviewed a rum from Cambodia before, and this experience left me curious to find out more about the s amai distillery and the country. From the aroma, i expected a few more wood notes in the flavor profile. The limoncello throws the experience in a different direction than expected, and then ending with the nutty vanilla custard really came out of nowhere. That said, i enjoyed the uniqueness of the flavor profile and am sure that in the hands of a skilled cocktail creator, some interesting flavor experiences will be constructed. i found it to be an interesting sipping experience.
COOKING WITH RUM
Bringing the Spirit of the Cane Into the Heart of the Kitchen!
by Chef Susan Whitley
r um & h oney g lazed Brisket
i ngredients:
• 2 Tbsp. o live o il
• 5 lbs. Beef Brisket, rolled and tied (ask your butcher to do this for you)
• 1 Tbsp. s moked Paprika
• 1 Tbsp. e nglish m ustard Powder
• 2 ½ tsp. o nion Powder
• 1 tsp. Chili Powder
• 1 tsp. g round Cinnamon
d irections:
• 6 Tbsp. Brown s ugar
• ¼ C. h oney
• 4 oz. d ark r um, plus 2 Tbsp.
• 2 r ed o nions, sliced
• 4 Bay l eaves
• 4-6 s mall Carrots, peeled and quartered lengthways
• 4 oz. r ed w ine v inegar
1. i n a large roasting pan (or casserole dish), heat the olive oil. s eason the beef with salt and pepper and sear in pan until beef is browned all over.
2. i n a small mixing bowl, combine paprika, mustard powder, onion powder, chili powder, cinnamon, half of the brown sugar, half of the honey honey and half of the rum.
3. r emove beef from pan and scatter the onions and bay leaves in pan then pour 3 ounces of water into pan. Place the beef back into pan on top of the onions and bay leaves. Brush the spice paste over the entire meat.
4. Preheat oven to 300°F.
5. w rap aluminum foil tightly over the pan and bake for 6 hours, turning once during baking, spooning the juices over the meat. i f bottom of pan is dry, add more water.
6. After 6 hours, increase the temperature to 400°F. Add the carrots with the onions around the beef, then cover again with the foil. Cook for an additional 45 minutes.
7. m eanwhile, pour the remaining sugar, rum, honey and vinegar into a pot. i f there is too much liquid in the pan with the meat, add some of this liquid to the pot (don’t remove too much otherwise meat will become dry). h eat pot over medium heat until liquid becomes a sticky glaze. u ncover the pan with the meat, onions, and carrots and brush with the rum glaze and cook for another 15 minutes (uncovered) until the meat is dark, glossy and very tender and the carrots have become soft. r emove from the oven, cover the meat loosely with foil and allow to rest for 15 mins.
8. r ecommendation: m ake some mashed potatoes as a side dish. You can even add some of the onions and carrots into your mashed potatoes and use some of the juices from the pan to mash up the potatoes.
r um & a pricot Brandy Pound c ake With Peaches
i ngredients - Cake:
• 3 C. All-Purpose Flour
• 3 C. s ugar
• 1 C. u nsalted Butter, softened
• 1 ½ C. u nsweetened Peaches, diced
• 4 e ggs
• 1 C. s our Cream
• 1 Tbsp. Baking s oda
• 1 tsp. s alt
• 1 Tbsp. v anilla e xtract
• 1 tsp. Almond e xtract
i ngredients - s yrup:
• ¼ C. Apricot Brandy
• ¼ C. d ark r um
• ¼ C. s ugar
• 1 tsp. Butter, melted
i ngredients - g laze:
• 2 C. Powdered s ugar
• 2 tsp. Butter, melted
• 1 tsp. v anilla e xtract
• 1 tsp. Apricot Brandy
• 1 tsp. o range Juice
• 2 Tbsp. d ark r um
d irections:
1. Preheat oven to 350°F degrees
2. s pray tube pan with nonstick spray
3. u sing a mixer, beat 3 cups sugar and 2 sticks of unsalted softened butter together until creamy.
4. Add one egg at a time and beat well after each one.
5. Add sour cream, extracts and brandy mix until blended.
6. Add flour (one cup at a time) with salt and baking soda.
7. m ix batter well while scraping sides of mixing bowl with a spatula.
8. u sing the spatula fold peaches into batter.
9. Pour batter into tube pan evenly.
10. Tap the pan gently around to remove air bubbles.
11. Bake for 60 minutes or until toothpick comes out clean.
12. r emove cake from pan while it is still slightly warm and turning upside down onto a large plate.
13. i n a small pot, pour 1/4 cup brandy, 1/4 cup rum, 1/4 cup sugar and 1 tsp melted butter. s tir with a spoon until sugar is completely dissolved.
14. Take a fork and poke holes all around top of cake.
15. w ith a spoon pour syrup over cake making sure to get liquid in the holes as well.
16. l et cake sit upside down until completely cooled.
17. o nce cake is completely cooled turn right side up and place on a cake dish.
18. n ow is time to make the glaze to pour over cake. u sing a small pot, add melted butter, powdered sugar, vanilla extract, apricot brandy and orange juice and mix well over low heat. n ow stir in the rum and blend well until a glaze is formed. w hile glaze is warm, drizzle glaze all over the top of cooled cake.
Photo credit: www.allrecipes.com
THE RUM Mixologist
A space devoted to the exploration of classic and new rum cocktails
What i s m ixology?
m ixology is the study and skill of inventing, preparing and serving cocktails and other mixed drinks. m ixologists are experts in this field, but mixologists’ knowledge goes beyond memorizing basic cocktail recipes: it includes historical information, basic chemistry behind flavor combinations and a capacity for combining common ingredients in new ways.
Join us, as we explore the essential collection of rum cocktail recipes that every mixologist needs to master.
THE RUM Mixologist
This m onth’s Cocktail: r um s wizzle
a bout s wizzle Drinks
s wizzle drinks are named so, because of the technique involved in their preparation. This technique requires the use of a “ s wizzle s tick”, which acts as a frother or churner . r um s wizzle
i ngredients:
• 2 cups crushed ice
• 1 ounce dark rum
• 1 ounce light rum
• 1/2 ounce falernum
• 2 ounces freshly squeezed orange juice
• 2 ounces pineapple juice
• 1/2 ounce freshly squeezed lemon juice
• 3 dashes aromatic bitters
• o range slice, pineapple wedge, and cherry, optional for garnish
Directions:
1. g ather the ingredients.
2. Fill a double old-fashioned glass halfway with crushed ice. Add rums, falernum, and juices.
3. h olding a swizzle stick or bar spoon between your palms, spin shaft to churn mix vigorously until glass is frosty.
4. Top with more crushed ice and add a few dashes of bitters.
5. g arnish with an orange slice, pineapple wedge, and cherry. s erve with a straw and enjoy.
r eviews of books related to sugarcane, milling, fermentation, distillation, aging, blending and other topics related to the production or history of rum.
www. r um u niversity.com
t he Ultimate Kenyan c ookbook: 111 Dishes f rom Kenya to c ook r ight n ow
(Publisher’s r eview)
Food is the most accessible pleasure. i t is nourishing and comforting.
i t connects people and makes them feel good.
e ating is what all of us have in common, and we all love to do it well. Plus, food is the easiest way to explore a different culture.
d o you like to cook? But you are tired of the same old menu?
h ave you been looking for fun recipes for any occasion?
Are you a fan of an authentic Kenyan or African kitchen?
Then you are in luck! This cookbook has it all and more.
i t will upgrade your cooking routine with one hundred eleven delicious and filling meals from Kenya with love.
You will be happy to cook again.
e xplore new and exciting flavors of authentic Kenyan cuisine.
You will be delighted with the results. d on’t worry if you are not a chef.
This comprehensive cooking guide is good for any level.
i t will help tap into your creative side. You will love this cookbook because everyone can appreciate a real homemade meal and newness.
s urprise yourself, your friends, or your family. i t is time to cook something new. Be ready for your taste buds to sing.
v isit Kenya with this amazing cookbook!
A sin : B0BKJ9 m T g C
Publisher: i ndependently published
Publication date: o ctober 26, 2022
l anguage: e nglish
Print length: 195 pages is B n -13: 979-8360336563
i tem w eight: 12.5 ounces
d imensions: 6 x 0.63 x 9 inches
Your o ne- s top s hop for a ged r ums in Bulk!
• Column- d istilled, Pot- d istilled or Blends
• h igh Congener ( i ncluding h igh e sters), l ow Congener or Blends
• Aged in American or French o ak Barrels
• Aged in r ye w hiskey, Bourbon, Tequila, Armagnac, Port, s herry and w ine Barrels
• s ingle Barrels and s econd Aging/Finish
• d istilled in the us A, Central America, s outh America or in the Caribbean
• o ver 150 m arks/ s tyles Available, plus Custom Blends
• l ow m inimums and Fast Turnaround, w orldwide s hipping www. r umCentral.com
g ot r um? July 2025 - 22
n ow o ffering Bottling s ervices!
Q: Why Bottle/ c o-Pack at r um c entral?
A: r um Central is located within the texas triangle , a region in Texas formed by the state’s four main metropolitan areas. The texas triangle is one of eleven mega regions in the u nited s tates and is home to approximately 75% of the s tate’s population. This area also benefits substantially from trade with m exico, the u nited s tates’ third largest trade partner.
A: r um Central is 30 m iles from Austin, with convenient access to interstate highways, rail lines, airports and seaports (within 250 miles of 4 of the top 10 u . s . seaports), guaranteeing fast and efficient shipping of your dry and finished goods.
Q: Do you need more information?
A: Contact us via our website below! www. r umCentral.com
l uis Ayala will be teaching the following at m oonshine u niversity in Kentucky (https://www.moonshineuniversity.com/):
• r um section of the 5- d ay d istiller Course, July 28-August 1 2025
• r um section of the 5- d ay d istiller Course, o ctober 20-24 2025
w e will also be teaching the following courses at our campus in Texas:
Q3 2025 c ourses
• s eptember 22 ( m on) - The Business of r um
• s eptember 23 (Tue) - The Classifications of r um
• s eptember 24-26 ( w ed-Fri) - 3 d ay r um Course (Fermentation, d istillation, i ntroduction to Blending)
Q4 2025 c ourses
• n ovember 3 ( m on) - i ntroduction to r um Blending
• n ovember 4-5 (Tue- w ed) - Advanced r um Blending
w e also offer customized and private training classes. For more information, please contact us at: r egistrar@rumuniversity.com
For seating availability at The r um u niversity in Texas, please visit: www. r um u niversity.com
s ign up now to be notified of upcoming courses and seating availability. Click on the button below or copy/paste the link on your browser:
https://secure.campaigner.com/C s B/Public/ Form.aspx?fid=1092285
the r U m historian
by m arco Pierini
i was born in 1954 in a little town in Tuscany ( i taly) where i still live. i n my youth, i got a degree in Philosophy in Florence and i studied Political s cience in m adrid, but my real passion has always been h istory and through h istory i have always tried to understand the world, and men. l ife brought me to work in tourism, event organization and vocational training, then, already in my fifties i discovered rum and i fell in love with it.
i have visited distilleries, met rum people, attended rum Festivals and joined the r um Family. i have studied too, because r um is not only a great distillate, it’s a world. Produced in scores of countries, by thousands of companies, with an extraordinary variety of aromas and flavors, it is a fascinating field of studies. i began to understand something about sugarcane, fermentation, distillation, ageing and so on.
s oon, i discovered that rum has also a terrible and rich h istory, made of voyages and conquests, blood and sweat, imperial fleets and revolutions. i soon realized that this h istory deserved to be researched properly and i decided to devote myself to it with all my passion and with the help of the basic scholarly tools i had learnt during my old university years.
i n 2017 i published the book “A meri CA n rum – A s hort h istory of r um in e arly America”
i n 2019 i began to run a Blog: www. therumhistorian.com
i n 2020, with my son Claudio, i have published a new book “F ren C h rum – A h istory 1639-1902”.
i am currently doing new research on the h istory of Cuban r um.
review : Chris T o P her Chávez
“ isle o F rum hA v A n A Clu B , C ul T ur A l medi AT ion, A nd T he F igh T F or Cu BA n A u T hen T i C i TY ” 2024
i would like to thank m ike Kunetka for pointing out this book to me, it had slipped under my radar and it would have been a shame.
The real focus of the book is not exactly rum, but rather the marketing campaigns of h avana Club and other Cuban brands and their relationship with complex, controversial issues such as the political situation of the island, the complicated definition of Cuban identity, and the role of the Cuban diaspora. i t is an important book, rich in reflections and information, which i highly recommend to all rum and Cuba enthusiasts. i especially appreciated the online bibliography which, as a predigital born who only discovered the i nternet as an adult, regretfully i tend to overlook. i nstead, the author lists many websites i did not know and i will explore with great attention.
As our readers know, the significance and allure of the history of rum lie in the fact that, as well as being a great distilled spirit, rum is a prism through which many aspects of our world can be better understood. And today, no rum is as laden with political, cultural and other meanings as h avana Club. But let’s hear the author’s voice directly.
“Focusing on h avana Club as a case study, i examine the ways in which various cultural producers, based primarily in w estern e urope and the u nited s tates, have assumed responsibility for representing Cuba to the outside world. i focus specifically on the role of corporate executives, working in collaboration with advertising practitioners, music producers, filmmakers, and art curators, who collectively broker between the Cuban s tate and w estern consumers, who desperately crave authentic experiences that exist outside the purview of the marketplace.”
“ i n 1934, the company released its h avana Club label, which was part of a larger growth strategy to expand into the u . s . market. l aunched just after the repeal of u s . Prohibition, the h avana Club label was designed to meet a growing demand for Cuban rum. As part of its strategy, the company’s r on Añejo Arechabala 75 would be designated Cuba’s domestic brand, while h avana Club would represent the company in the u . s . markets. To facilitate its sale in the u nited s tates, its label featured an e nglish rather than s panish spelling ( h avana rather than l a h abana).”
“This book lies at the intersection of two lines of inquiry: First, it follows in the tradition of other scholarship, which has looked at how national and regional histories are embodied in the production, consumption, and promotion of their alcohol. …
s econd, i analyzed the advertising campaigns, public relation efforts, music projects, and art installation that have been produced under the auspices of the h avana Club brand. … Finally, i conducted field research.”
l ike many other companies, including Bacardi, Arechabala was nationalised in 1960.
“ m any of the Arechabala’s family’s assets were invested in Cuban infrastructure, which ultimately left the business vulnerable to expropriation. The family fled Cuba, but its financial assets became property of the state, leaving the family economically depleted. Attempts to restart the Arechabala family business in exile never came to fruition, and the family faded into obscurity.”
“After the revolution, h avana Club was reinvented as a state-owned product, and when state officials took control of h avana Club, they divested the brand of the Arechabala’s family’s presence by removing the v izcaya coat of arms, a symbol that had previously appeared on the labels of all Arechabala products. i n its place, the redesigned bottle now featured h avana’s recognizable status. l a g irardilla, which signaled h avana Club’s transformation from a private commodity into public good. … As a state-produced product, h avana Club, more than other rum brands in the marketplace, has come to represent
Cuba itself. But … Cuba has ambivalent meaning in the geopolitical landscape. … The challenge for advertisers, therefore, is to cultivate a version of Cuban authenticity in more appealing ways. i n doing so, advertising agencies do not attempt to represent Cuba as it is but rather to invoke positive associations that already exists in the minds of w estern consumers.”
“ h avana Club has utilized Cuban culture both as a kind of experiential marketing and a form of cultural diplomacy. The state’s use of Cuban culture for strategic purposes is an extension of an ongoing project. s ince the revolution, Cuban culture has been employed as a form of soft power that advanced the ideal of the revolution to publics in e urope, l atin America, and Africa.”
For decades after the revolution, the fundamental market for Cuban rum was the s oviet u nion and the other countries of e astern e urope. After the disappearance of that world, the Cuban government established a joint venture in 1993 with the French beverage giant Pernod r icard to promote the h avana Club brand all over the world.
The project has been and continues to be successful, but it has also sparked a fierce legal battle with Bacardi. w e will return to this topic extensively in the future, but for now it is sufficient to remember that by the mid-1990s, Bacardí’s legal strategy shifted from protecting its own trademark to challenging the Cuban s tate’s right to the h avana Club name. As a consequence, the h avana Club rum produced in Cuba and distributed by Pernod r icard is sold all over the world, but not in the u nited s tates.
At stake is not only rum and the profits it can generate, “The campaign is consistent with larger narratives promoted by the Cuban exile community, which assert that Cuba has not evolved under Castro but merely crumbled. … Because the “real Cuba” has been corrupted by the state, Cuban authenticity can only be found in the diaspora. … For Bacardí, authenticity has little to do with place and everything to do with Cuban people. n ot the Cuban nationals who continue to reside on the island, of course, but
those ‘true’ Cubans who left the island after 1959.”
“ d espite its transnational structure, h avana Club has become the face of Cuba, so there is the assumption that h avana Club’s marketing might be congruent, to some degree, with the socialist ideals of the state. The degree to which h avana Club performs various kinds of labor on behalf of the Cuban government has been a key question of this book. Advertising is, after all, a powerful form of public discourse, which can shape how consumers make sense of the world, or at least an aspect of it.”
m eanwhile things go on and h avana Club now seeks new opportunities in other parts of the world, focusing also on new markets such as Asia and Africa.
m arco Pierini
a bout the Book’s a uthor
C hris T o P her C hávez is the Caroline s . Chambers d istinguished Professor of Advertising and the director of the Center for l atina/o and l atin American s tudies (C ll A s ) in the s chool of Journalism and Communication at the u niversity of o regon in e ugene. h e is the author of The s ound of e xclusion: n P r and the l atinx Public and r einventing the l atino Television v iewer: l anguage i deology and Practice.
Publisher: r utgers u niversity Press
Publication date: s eptember 13, 2024
l anguage: e nglish
Print length: 190 pages is B n -10: 1978838832 is B n -13: 978-1978838833
i tem w eight: 10.4 ounces r eading age: 18 years and up d imensions: 6 x 0.3 x 9 inches
The Rum Laboratory
Presented
by
Join us as we explore the world of rum spices and flavors! i n this series you will learn to flavor your own r ums and to create your own Liqueurs and c reams.
g ot r um? July 2025 - 31
t he r um University® Laboratory Presents making your own Blackberry Basil Rum Liqueur
i ngredients
• 4 cups blackberries
• zest of one lemon
• one large handful of basil
• 3 Cups l ight r um
d irections
Place berries in a large jar and slightly crush with a fork. Add remaining ingredients and tightly secure the lid. Allow to sit for three months in a cool, dark place, shaking occasionally.
At the end of three months, strain your liqueur through a jelly bag. (Find unbleached jelly bags here.) s queeze to get all the juice out of the blackberries. Add 1 cup of sugar syrup (1 cup sugar heated with 1 cup water, then cooled). s tir to combine. Allow this mixture to mellow 4-6 weeks before drinking.
Did you know that
• Basil, also known as s aint Joseph’s w ort, is an herb belonging to the mint family.
• Basil is well known for its use in i talian cuisine. i t is one of the primary ingredients in pesto sauce. Basil is also commonly included in i ndonesian, Thai, and v ietnamese cuisine.
• Basil is used in traditional Tamil and Ayurvedic medicine, which is a form of traditional medicine popular on the i ndian subcontinent.
• There are a number of types of basil, which differ in taste and smell. s weet basil (the most commercially available basil used in i talian food) has a strong clove scent because of its high concentration of the chemical agent eugenol. Alternatively, lime and lemon basil have a strong citrus scent due to their high concentration of limonene.
• Antibacterial properties: l ab studies have demonstrated that basil has antibacterial properties; this may be because of the volatile oils it contains, which include estragole, linalool, cineole, eugenol, sabinene, myrcene, and limonene.
s ource: www.medicalnewstoday.com
RUM And The e nvironment
ACT ion i T ems
July’s a ction i tem i s . . .
c onsume less energy at home
r educing energy use in your home saves you money, increases our energy security, and reduces the pollution that is emitted from non-renewable sources of energy.
s tart by looking at your utility bill: in the us A, the national average electricity consumption is about 1000 k w h/month.
i f you use more, even greater savings may be possible. There are many ways you can reduce electricity use in your home:
• Appliances and electronics -- Purchase energy-efficient products and operate them efficiently. u se an advanced power strip to reduce “vampire loads”--electricity that is wasted when electronics are not in use.
• l ighting -- Purchase energy-efficient lighting, operate them efficiently, and incorporate more daylighting into your home using energy-efficient windows and skylights.
• e lectric space heating and cooling -- Purchase energyefficient electric systems and operate them efficiently. i ncorporate passive solar design concepts into your home, which include using energy-efficient windows. Properly insulate and air seal your home. s elect an energy-efficient heating system that doesn’t use electricity.
• e lectric water heating -- Purchase an e nergy s tar heat pump water heater and operate it efficiently.
• i f your home has a smart meter and you can see your hourly consumption, then examine your consumption at 3A m i t should be significantly less than your use at 7pm. i f it isn’t then you might have “vampire loads.”. l ook for electronics that you don’t use (like dvd players!) or can switch off, or perhaps get rid of that extra refrigerator.
s ource: https://www.energy.gov
rU m in the ne W s
by m ike Kunetka
These are the most recent and noteworthy headlines in the rum industry. i f you want us to share your news with our readers, please send me an email to: m ike@gotrum.com.
r U ms of PU erto rico
Puerto r ico has taken a bold step forward in the evolution of its iconic rum industry with the launch of six new artisanal brands in the u s . market. This unprecedented expansion of the r ums of Puerto r ico portfolio not only strengthens the island’s position as the r um Capital of the w orld, but also showcases its ability to innovate, diversify, and further elevate the global standard of quality and authenticity that defines Puerto r ican rum. Backed by the d epartment of e conomic d evelopment and Commerce ( dde C), this initiative is rooted in a centuries-old tradition of excellence. From worldrenowned producers to emerging craft distilleries, Puerto r ican rum has earned its reputation through purity, complexity, and meticulous production. That legacy is now enriched with the addition of Artesano r um, Boricua r um, Caray r um, r on Pepon, Tres Clavos r um, and Trigo r eserva Añeja r um, a new generation of labels that blend passion, technique, and distinctive character. These emerging distillers represent the island’s expanding network of 11 rum distilleries, which produce more than 80 rum expressions, showcasing the diversity and expertise of Puerto
r ican rum makers. s ebastián n egrón- r eichard, s ecretary of the d epartment of e conomic d evelopment and Commerce of Puerto r ico, emphasized that his office is committed to promoting all rum-related enterprises across the island, from small-batch distilleries to global powerhouses. “Puerto r ico’s rum industry is a pillar of our economy and culture. o ur support extends across the board, from the largest producers like Bacardí, d on Q, and Caribbean d istillers, to the new wave of artisanal innovators. w e are proud to showcase our heritage and quality to the world, and our goal is clear: make Puerto r ican rum the global standard.” https://www.rumcapital.pr.gov/home
B acar D i
l ast month, BACA rd Í® rum brought a taste of Puerto r ican culture to the heart of n ew York City with l a Placita de BACA rd Í, an immersive celebration inspired by s an Juan’s legendary l a Placita de s anturce. As Puerto r ico and l atin Caribbean culture continues to inspire pop culture globally, BACA rd Í is proud to shine a light on the island, where its rum is crafted at the world’s largest premium rum distillery, CA s A BACA rd Í, in Cataño. l a Placita de BACA rd Í highlighted Puerto r ico’s vibrant music, food, and fashion. s erving as the backdrop for the debut of BACA rd Í x T ier “ r ooted in r hythm” limited-edition capsule collection, l a Placita de BACA rd Í channeled the contagious energy of the Caribbean with a lively open-air marketplace, island-inspired cocktails, and a dance fueled celebration. d rawing on BACA rd Í’s deep ties to music and its “ d o w hat m oves You” ethos, the collection and its name celebrate the rhythms that have shaped the BACA rd Í legacy and the spirit of Puerto r ico. i n partnership with Brooklyn-based streetwear brand T ier and custom artwork by acclaimed Cuban Bahamian, m iami-based artist r eyna n oriega, the three-piece collection, featuring a hat, t-shirt and crewneck, is a tribute to the shared l atin Caribbean heritage. “ w e wanted this collaboration to be meaningful and authentic,” expressed n igeria e aley, Founder and Creative d irector of T ier . “By bringing r eyna’s artistic lens into the mix, we were able to create pieces that not only celebrate l atin Caribbean heritage, but also told a deep story about identity, movement and creative expression.” “As a Cuban and Bahamian artist, it means so much to me to partner with a brand with such a rich history in the Caribbean like BACA rd Í. m y art celebrates the vibrancy, the flavor, the movement of our cultures, and it was an honor to bring that to this partnership. The ultimate goal is to foster a feeling of celebration, connectivity, and music, something that we all share across the Caribbean
diaspora.” “ o ur brand dn A is deeply rooted in the Caribbean’s vibrant culture, and bringing l a Placita to n ew York, alongside this exciting collaboration, is a meaningful way for us to honor and celebrate Puerto r ico’s rich cultural influence, especially as the island continues to shine on the global stage” said l isa Pfenning, BACA rd Í’s v ice President of n orth America. www.BACA rd Í.com
ha V ana c LUB
h avana Club r um reaffirmed its seal of excellence and Cuban identity at the 20th edition of the e xpoCaribe 2025 i nternational Fair. h avana Club i nternational explained in a press release that the event held last month, hosted the presentation of a renewed image of h avana Club d on n avarro, as part of the h avana Club i conic Collection. The product’s new image, which pays tribute to d on Jose Pablo n avarro, First m aster of Cuban r um, evokes Cuban identity, its form and traditions, and reinforces the figure of the g iraldilla as a paradigm of strength and resilience, guardian of Cuban culture. h avana Club announced the latest addition to its i cónica Collection, Tributo 2025, which was created in collaboration with i reland’s m idleton d istillery. l imited to just 2,967 bottles worldwide, the ultrapremium Cuban rum is finished in r edbreast s ingle Pot s till i rish w hiskey casks. “By finishing this rum in r edbreast whiskey casks, we introduce a new dimension to our craft, uniting the finest Cuban rum and i rish whiskey traditions to create a truly extraordinary expression,” said Asbel m orales, m aestro del r on Cubano (Cuban rum master), the creative force behind the Tributo series. d avid m cCabe, m idleton d istillery master blender, added: ‘ r edbreast and the m aestros del r on Cubano share a deep respect for traditional knowhow, the transmission of expertise and the relentless pursuit of excellence. This collaboration is a tribute to that shared commitment, bringing together two iconic spirits that honor craftsmanship while pushing the boundaries of flavor exploration.” Tributo 2025 is bottled at 43% AB v. https://havana-club.com/
W ise mon K e Y
w ise m onkey launches the first-ever m auritianinspired r um & Cola ready-to-drink ( r T d ) cocktail. Keeping up with the trends and consumer demands, the craft r um brand stepped up their game to offer an experience that’s classic with a twist. The r T d sector had presented a huge opportunity to the spirits industry during the pandemic, with over 3,000 new spirit-based products hitting global shelves. h owever, with more products came the market leaning towards value-driven offerings. d emand
created a need for the products to stand out in the increasingly crowded space, and w ise m onkey achieved that by introducing the firstever m auritian r um & Cola combo in the mainstream market. “ m auritius is an integral part of our r um’s identity,” said Chel m edrano, Business d eveloper at n irvana w orks. “ d espite the island’s rich distillation heritage, m auritian rum remains largely untapped in the r T d space. w ith w ise m onkey r um & Cola, we’re proud to bring that legacy to the mainstream.” r um & Cola, or Cuba l ibre, remains one of the world’s most iconic cocktails. By packaging it in a can, w ise m onkey brings together familiarity and convenience with a touch of the island’s rich culture.
“ w hether it’s within the comfort of your home or on-the-go, w ise m onkey’s r um & Cola brings you convenience in a can that tastes familiar yet nothing less than brilliant. i t’s a cocktail you’d want to have over and again.” stated Kaung h tet, Brand m anager of w ise m onkey r um. https://wisemonkeyrum.com/
main L an D r U m
i n 2025, m ainland American r um Company is set to reinvent the American r um and Premium rum category as the first ever i ndependent American r um bottler. w ith the same innovative flair that defined earlier ventures, balancing tradition with bold experimentation, m ainland’s founder, s eth Benhaim promises a tantalizing taste of terroir, merging craftsmanship and community. e very barrel in the m ainland lineup will be meticulously barrel-aged and offered at cask strength, proudly produced here in America. From the barrel type to the sugar source, the year distilled to the state of origin, each detail will be boldly displayed on the front label. The first four releases will be:
• l ouisiana r elease – The h eart of the Bayou d eep from southern end of l ouisiana, this rum is a testament to the state’s vibrant culture and musical soul. Touched with notes of sweet molasses, toasted nuts, leather and oak, with a whisper of dark fruits. This rum resonates with the rhythm and flavor of the region. i ts rich, full-bodied character makes it an ideal companion for lively gatherings and soulful reflections alike. d istilled in l ouisiana from molasses and sugarcane, it is bottled at 60.4% AB v
• California r elease – Coastal e legance in a g lass Crafted along California’s coast, this rum captures the state’s vibrant spirit and innovative essence. d istilled with precision, it offers a harmonious blend of bold barrel characteristics and subtle caramel and charred undertones, reflecting the diverse terroir of the region. i ts long finish and refined complexity make it a standout choice
for those seeking a sophisticated sipping experience. d istilled in California from molasses, it is bottled at 60.9% AB v.
• Florida r elease – s unshine in e very s ip Capturing the essence of Florida’s tropical allure, this rum is a bright and invigorating expression of the s unshine s tate. w ith fresh citrus aromas, hints of coconut, and a crisp, clean finish, it evokes images of sandy beaches and ocean breezes. Perfect for refreshing cocktails or enjoying neat, it brings a taste of paradise to any occasion. d istilled in Florida from molasses, it is bottled at 56.8% AB v.
• g eorgia r elease – A r evival of s outhern Tradition e merging from g eorgia’s rich agricultural heritage, this rum pays homage to the state’s storied past in sugarcane cultivation. w ith a robust profile featuring hints of almond, marzipan, and a touch of honey, it embodies the warmth and hospitality synonymous with the s outh. e ach sip is a journey through g eorgia’s lush landscapes and time-honored distilling practices. d istilled in g eorgia from molasses and sugarcane, it is bottled at 57.9% AB v
The label does not tell which distillery made each rum, but it does give the latitude and longitude coordinates. w ith the help of m r. g oogle, you can figure it out. https://www.mainlandrum.com/
L a maison & V e L ier and P m s P irits
l a m aison & v elier have introduced h ampden 1753, a vibrant 3-year-old rum that pays tribute to the year the distillery was founded. h ampden e state is famous for its heavy pot still rums produced in the region of Trelawny, Jamaica, considered the grand cru of rum. h ampden 1753 has been crafted using time-honored production methods that have remained unchanged for over 260 years. e mbodying the iconic spirit of the distillery, this rum stands as one of the new highlights of the core collection. h ampden 1753 is naturally produced using the methods that have made the distillery legendary: the use of pure spring water drawn from a nearby spring, a long fermentation triggered by natural indigenous yeasts, distillation in double-retort copper pot stills, tropical aging in the distillery’s own warehouse, and no added sugar or coloring. h ampden 1753 boasts a classic high-ester profile but remains accessible and versatile thanks to a 46% abv bottling strength. Aged for over 3 years in ex-bourbon barrels it brilliantly displays the inimitable style of the legendary Jamaican distillery. l a m aison & v elier rums are exclusively imported into the u nited s tates by P m s pirit. https://www.lmvusa.com/, https://www.pmspirits.com/
casa LÚ
Casalú, a m iami-based beverage startup that has carved a unique niche in the ready-todrink ( r T d ) market by introducing the canned s parkling r um serving l atinos. They are pleased to announce the initial close of their seed funding round. “This latest round marks a pivotal moment for Casalú. i n our first chapter, we set out to prove one thing: that a modern, culturally rooted brand could resonate with l atino consumers; especially those moving away from beer,” states g abriel g onzález, Co-C eo of Casalú. “ s o many new drinks i see feel cynical, copycats that add nothing to drinking culture. w hat g abriel r icardo, and the team at Casalú have built is the opposite. i t’s more than a tasty r T d . Casalú is a cultural movement. A brand l atinos can point to and say, ‘Yeah, that’s for me. These are my people. And i ’d like something other than a beer, please’” comments Tom Baker, Founder and C eo of m r. Black (Acquired by d iageo), who joined the investment round. “ s imply put, go to your nearest w almart and check out the r T d shelf. There are 50 brands. Yet, how many of those were built by a l atino team to represent their culture authentically? The answer you’ll find is zero. That’s where we come in”, states g onzalez. Two initial flavors will be offered: l imón - A homage to a Cuba l ibre and m aracuyá, an explosion of tropical notes in a can. https://www.casalu.com/
ca P & cane s P irits
Cap & Cane s pirits is a collection of small batch rums distilled and bottled in d urham, n orth Carolina. The journey of their rums starts in l atin American and the Caribbean, where sugarcane is cultivated to be transformed into the rum’s heart and soul. o nce in n orth Carolina, it is then carefully transformed into rum through double pot distillation in two copper pot stills. o ne of their creations, Cap & Cane s pirits o verproof r um, was one of three finalists at the 2025 s an Francisco w orld s pirits Competition in the o verproof r um Category. The two other finalists were w orthy park’s o verproof and Planetary’s o FT d . Cap & Cane s pirits o verproof r um is crafted from long fermentations of fancy-grade g uatemalan molasses, turbinado, panela, evaporated cane juice, and more, each fermented and distilled separately in both pot and column stills before final blending. d under inclusion, high-reflux distillation and Fischer esterification draw out bold esters, delivering layers of tropical fruit, delicate florals, and just the right touch of hogo. https://www.libertyandplenty.com/ cap-and-cane-spirits
rh U m martinon
The first creation from the r hum m artinon house for their l e Jade brand, o r n oir, transcends the world of spirits to elevate itself to the rank of a liquid work of art. Born from two years of passion, perseverance and wonder, this exceptional rum embodies the quest for authenticity and absolute refinement. m ade from a 50° A o C m artinique rum from the prestigious r hums Clément, o r n oir is distinguished by a rare and precious combination: m elanosporum black truffles, organic Tahitian vanilla and homemade cane syrup. w ith no coloring, flavor enhancer or refined sugar, each drop reveals the nobility and purity of its ingredients. Capturing the ephemeral essence of the m elanosporum black truffle was a masterful challenge. Known for the volatility of its aromas, it resists fixation, forcing us to push the boundaries of expertise. Artificial oils and extracts were discarded to preserve the pure essence of this gastronomic gem. The result is a subtle balance between the woody, umami depth of the truffle, the floral, gourmand elegance of Tahitian vanilla, and the captivating roundness of m artinique rum. https://www.crhum.fr/
RHUM CLĖMENT
The s pirits Business website recently reported that r hum Clément has released a new range of agricole rums, which are finished in different casks from around the world. They were aged for four years in American oak barrels, followed by a 10 to 12-month finishing period in casks sourced from around the world. The collection includes rums finished in h ungarian Tokaji dessert wine, smoky French whisky, Port, Armagnac apple brandy, oloroso s herry from s pain, Japanese sake, and i talian grappa. Created by Julien Thimon, Clément cellar master, and the distillery’s tasting committee, the collection aims to reveal unique organoleptic profiles. d esigned for discerning rum enthusiasts and collectors, all seven m artinique rums in the collection are bottled at cask strength, ranging between 55.4%-60% AB v. r hum Clément Cask Finish Collection will be available in France and international markets from 1 June 2025.
https://www.rhum-clement.com/
The Sweet Business of Sugar
KENYA
r egardless of distillation equipment, fermentation method, aging or blending techniques, all rum producers have one thing in common: sugarcane
w ithout sugarcane we would not have sugar mills, countless farmers would not have a profitable crop and we would not have rum!
Presents
The Sugar Mill: Origins and Evolution
i ntroduction
s ugarcane ( Saccharum officinarum ) is a perennial grass of the family Poaceae i t is primarily cultivated for its juice, from which alcohol (through fermentation and distillation) and sugar (through dehidration and refining) can be obtained. m ost of the world’s sugarcane is grown in subtropical and tropical areas.
i t is commonly accepted today that sugarcane originated in Papua, n ew g uinea, where it was initially domesticated. The plant was then taken to other lands by traders, where its sweet virtues quickly made it a sought-after commodity.
i t is also commonly accepted that around 10,000 years ago, the original inhabitants of Papua did not have tools to process the cane, meaning that they likely chewed it raw to extract the juice, which was consumed as-is ( n oël d eerr, The History of Sugar: Volume One ).
n ot much written history exists that documents the early extraction of the juice for the purpose of dehydration and formation of sugar crystals until the publication of De Materia Medica , a pharmacopoeia of medicinal plants and the medicines that can be obtained from them, which was written between the years 50 and 70 of the current era by Pedanius d ioscorides, a g reek physician in the r oman army. This is the oldest record documenting the existence of crystalized sugar, which was used at the time to “treat indigestion and stomach ailments.”
h ow did people manage to extract the dissolved sugar from the juice? The answers to this question are at the core of this series. s o join us, as we explore this fascinating topic!
g ot r um? July 2025 - 50
Part 7: t he Vertical h ydraulic Press
i deas for innovating products do not always succeed. The reasons for their failures include:
• A poor understanding of the problem that needs to be solved,
• A lack of resources to implement the new solution
• A failure to market or promote the benefits of the proposed solution
The first stage of any innovation process is the actual generation of the idea. m any times the ideas are generated by “insiders” (the people performing a particular trade). They may wonder or imagine the process or the tools being different but they may lack the knowledge of how to create the alternate versions. o ther times the ideas are generated by “outsiders” looking into how a particular trade functions. These outsiders use their expertise (engineering, chemical, metallurgy, etc.) to envision how they would improve the tools and or processes. i n both cases, however, most inventors or innovators are not also marketers, and without proper market research and promotional work, even the best ideas can self-sabotage.
i n last month’s chapter we explored how Bessemer’s innovation, despite receiving a gold medal (from the British s ociety of Arts and h is r oyal h ighness Prince Albert) was not adopted by the industry.
i n this chapter we explore another brilliant application of engineering and mechanical principles that, unfortunately, also failed to become an industry standard. These failed approaches provide glimpses into the evolution of the industry and the
mindsets of those involved, so they should not be dismissed.
C. h d ickinson, a sugarcane plantation owner from Bayou g rosse-tete, in r osedale, l ouisiana ( us A), is an example of an “insider” who used his available knowledge to try to improve the sugar extraction process at his own sugarcane plantation.
d ickinson designed and built a Vertical Hydraulic Cane Crusher , for which he obtained u nited s tates Patent n umber 137,349 on April 1, 1873.
w e do not know for sure, but perhaps m r. d ickinson was satisfied enough with the implementation of his new press at his plantation that he did not have the need -or time- to pursue its commercialization elsewhere.
s hown on the background is the diagram for the hydraulic sugarcane crusher, as recorded on the patent application.
s ugar m ill s potlight
r uins of the Annaberg Plantation, v irgin i slands n ational Park, s t. John, usvi . The Annaberg Plantation was one of 25 active sugar factories on s t. John in 1780, where sugarcane juice was processed into raw sugar, molasses and rum.
Join us again next month, as we continue to explore this fascinating topic!
g ot r um? July 2025 - 54
The Exquisite World of CIGARS
Part 1: Origins
g ot r um? July 2025 - 58
t he tobacco Plant
The tobacco plant (genus n icotiana, from the shade family), was first used by the native people of the Americas. i t later came into use in e urope and in the rest of the world.
Archaeological finds indicate that humans in the Americas began using tobacco as far back as 12,300 years ago, thousands of years earlier than previously documented.
Tobacco had already long been used in the Americas by the time e uropean visitors arrived and took the practice across the Atlantic, where it became popular. e astern n orth American tribes have historically carried tobacco in pouches as a readily accepted trade item, as well as smoking it in pipe ceremonies, whether for sacred ceremonies or those to seal a treaty or agreement.
i n addition to use in spiritual and religious ceremonies, tobacco is also used in indigenous traditional-medicine systems for the treatment of physical conditions. As a pain killer it has been used for earache and toothache and occasionally as a poultice. s ome indigenous peoples in California have used tobacco as the base ingredient in smoking mixtures used for treating colds; usually it is mixed with other traditional medicinals such as s alvia dorrii or l omatium dissectum (the addition of which was thought to be particularly good for asthma and tuberculosis). Tobacco was also heavily cultivated in the Chesapeake Colonies area from the 1620s on, where it was sometimes used as a form of currency.
According to i roquois mythology, tobacco first grew out of Atahensic’s head after she died giving birth to her twin sons, s apling and Flint.
r eligious use of tobacco is still common to this day amongst many indigenous peoples, particularly in the Americas. Among the Cree and o jibwe of Canada and the north-central u nited s tates, it is offered to the Creator, with prayers, and is used in sweat lodges and pipe ceremonies, and presented as a gift. A gift of tobacco is traditional when asking an o jibwe elder a question of a spiritual nature.
