Brands Of Rum

'Sober' Rum, 'Googling' and Amazon Diversity

Who was the owner? A man with the unlikely surname of Sober -- John Sober. In the mid-1700s, Sober inherited the Mount Gilboa plantation and rum distillery from his father. He hired Sir John Gay Alleyne to run the business. Sober was so pleased with him that he decided to incorporate "Gay," Alleyne's middle name, into the brand. The irony of a "Sober" man owning a rum brand is a recurring punch line at the Mount Gay Rum factory tour in Bridgetown, Barbados, which begins with the guide explaining the company's history. "Mount 'Sober' Rum just wouldn't sound right," a tourist from London said between chuckles. "Drink moderately. Stay sober with Sober Rum," joked another visitor from New York. No one can really say for sure whether Sober's name bothered him enough to avoid using it for his brand. Would it have made a difference if he had used his name instead? Maybe. If you want to believe that "nicknames stick to people, and the most ridiculous are the most adhesive," as Thomas C. Haliburton, a famous Canadian writer, once said. "Often, it is not just the literal meaning of a word that makes a brand name compelling but the values that are invested in and around the brand," says Simon Mainwaring, founder and CEO of branding firm WeFirst . "But even if this were done here, I think Sober would have been an odd choice for rum." "Mount Gay" doesn't seem like the best choice either. Some executives at its parent company, Remy Cointreau , recognize that in this day and age, people might consider it a strange and old-sounding name. However, they have no plans of renaming the rum. "This is what the brand has always been known for," says Daniel Cabaleiro, global managing director for Mount Gay Rum. "It's intertwined with Barbados and the history of the country, and we are very proud of it." Rum, after all, was discovered in Barbados in the 17th century when the sugar industry was just flourishing. "But I can assure you," Cabaleiro adds, "if the product were discovered today, it would not have that name." What's In a Brand Name? With more competition and more avenues to promote one's brand, Mainwaring says companies launching new products today should spend a lot of time thinking of their brand names. "Companies are often in an understandable hurry to get to market and don't interrogate the naming process sufficiently," he says.

Spiced Rum on the Rebound « Repeating Islands

Magazine. She follows her report with some intriguing rum recipes.

Just a few years ago, to be offered a choice of spiced rums for your cocktail was unthinkable.

But now, floated by a rum renaissance and the explosion of tiki culture, a number of new spiced rums have been introduced—and fresh cocktails are being created to showcase the expanded range.

“Spiced rum is not a fad,” declares rum expert, importer and advocate Ed Hamilton. “The tradition of adding fruit and spice to rum is almost as old as Caribbean rum itself.”

However, the island tradition was typically for spiced rums made at home, or sold at local rum shops. Only a handful were brought to the U.S., most notably Captain Morgan, which was introduced to the U.S. in 1983 and is credited with creating the spiced rum category. Indeed, “Captain & Coke” remains one of the most popular mixed drink calls at bars across the country.

In 2008 and 2009, driven in large part by the escalatingtiki craze, a flurry of new spiced rum brands hit the shelves, jumping from just a handful of brands available in the U.S. to 60 to 75 brands in 2009, according to the Distilled Spirits Council of the United States. The category has narrowed in recent months, leaving 45 to 55 brands of spiced rum at the end of 2010, but those remaining brands have taken a larger bite of the marketplace. Spiced rum now accounts for 33% of the total rum market (about 9.2 million cases), DISCUS says, compared to 29% of the total rum market one year earlier (about 7.2 million cases).

Rum experts like Martin Cate, owner of Smuggler’s Cove in San Francisco, a tiki bar noted for its staggering collection of 200-plus rums, point to a surge in rum overall. “Rum has had such a decade of new brands and older brands coming to our shores for the first time,” Cate explains. “It’s a great time for rum. And the spiced rums have been going along to stake their claim,” many with deliberate intent to plunder some of the Captain’s market share.

Many of these new-breed rums deserve closer attention, particularly dry-style rums like Sailor Jerry and Cruzan 9, a welcome change since spiced rum often gets a bad rap for its supersweet profile. Sweet styles have been popular in years past, Hamilton says, because “a little bit of sugar mellows the fresh alcohols,” while many new rums are made either with mellow aged rums (such as Brinley Gold Shipwreck) or a blend of aged and unaged rums.

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Taking down the infamous booze wall. Alcohol included over 7 brands of vodka, about 10 types of rum, random types of beer, and more.

never heard of half of those brands, except Navy rum

Brands of rum Branding post comment: Find 22 questions and answers about Brands. S list of popular brand name li...

becca's bathtime playlists available at all good stockists. all major brands of rum accepted.

500 Caribbean Rum Recipes

So, it's not surprising that rum is served everywhere and any way imaginable on the islands. From About.com: Here is a list of popular rum brands. ...

The brand gym, a practical workout for boosting brand and business

An example of different positioning directions, in the case of a brand of rum looking to re-position, is shown in Table 6.5. ...

Bartending for Dummies

Most light rum comes from Puerto Rico. Most dark rum comes from Jamaica, Haiti, and Martinique. Popular Brands Rum is produced throughout the Caribbean. ...

Jamaica

Each distillery has a unique process of adding flavors and blending, and this makes one brand of rum different from another. The most famous brand of rum in ...

The new strategic brand management, creating and sustaining brand equity long term

In the United States everyone knows that Captain Morgan is a brand of rum. To grow the business it too introduced Captain Morgan Gold, a ready-mixed drink. ...