LVMH’s New Rum | Tanduay global presence | Dunder, Muck, and Acid
The Rum Lab
TheRumLab - Our main focus is Rum Education. We do so through our digital magazine, events, infographics, and more.
WAYNE KARLS The creative mind behind the identity and flavor of Demon Rum.
Wayne Karls is a founding partner of Demon Spirits LLC. In 2015, he and his business partner, Jeff Warner, set out to develop a rum that would change the way people enjoyed the spirit. One year later, they introduced their first product, Demon Spiced Rum, to Western Wisconsin. Karls’ specific role was to develop the brand, drawing on his experience as a Creative Director and Brand Strategist in the advertising industry. He embraced the opportunity to work in the spirits industry, a category he had not worked in previously—although he had certainly enjoyed consuming rum.
Besides leading the brand development for Demon Rum, Karls fully immersed himself in crafting a rum flavor profile that met all the key criteria they envisioned for their new creation.
TRL: What was the biggest challenge you faced in launching your rum brand, and how did you overcome it?
The biggest challenge from the very beginning was learning about the industry and producing a product that differentiated us and would make consumers sit up and take notice. That coupled with understanding rum product development, distilling challenges, and production pricing to a point where we could put a product on the market that was competitive in both flavor and price.
TRL: How do you see the rum market developing in the next 5-10 years, and what trends do you think will shape the future of the industry?
I see three distinct areas for tremendous growth in the rum category.
1. Premiumization: The lower end of the market is saturated with products that pass as rum which fills the need for those who like that sort of thing. We were aiming higher, to the mid-tier and above, where a brand can create some room if it is innovative enough to capture the eye and taste buds of an eager audience. So much about the huge Bourbon boom pushes other categories to be relevant and live alongside it on the shelf. Premiumization in a category that has little of that is a big opportunity.
2. RTDs: Rum is the perfect category to build out the next big niche of RTDs with tried-and-true cocktails that have been a staple on every beach, boat, or poolside for decades. I’m talking about Rum Runners, Mai Tai’s, Hurricanes, and the like. I believe drinkers are ready to move on from the over-saturated hard seltzers to something a bit more flavorful and authentic. The challenge will achieve a fully flavored cocktail without all the sugar and calories.
3. Non-alcohol options: this is a growing segment of consumers that needs attention from every spirit category, including rum. We intend to introduce an offering here in the next year.
TRL: Can you share a personal experience or moment that significantly influenced your brand’s direction?
The biggest personal challenge came shortly after we launched our first flavor profile, Demon Spiced Rum, in 2016. In August of that year, my wife Barbie was diagnosed with pancreatic cancer. I immediately pulled my attention away from business and Demon Rum, to focus on trying to save her life. We did pretty well with that disease as she fought very hard and lived until her birthday in April 2019. For the Demon Rum brand, this, of course, meant that much of our momentum with Demon Rum was slowed to a crawl. I spent the next 6 months assessing if I wanted to be involved in the brand in the future, and more importantly, could I focus enough to be a benefit. In January 2020, I decided to re-engage fully and use it as a positive distraction to build something great. Enter COVID just two short months later! This put us in a tailspin again for another full year. So these two things delivered some enormous challenges.
TRL: How do you balance tradition with innovation in your approach to rum-making or marketing?
This is a big question for us, as it was so very important that we produce an authentic rum product that included all the traditions of what made rum, rum. After much exploration and learning all we could about the rum industry and distilling rum, it became abundantly clear that to be truly authentic, our best option was to tie our brand to rum made in the motherland of rum–the Caribbean! This leads us to our current source of pure Caribbean distilled rum. With this, our product can be the most authentic it can be, short of moving our company there.
TRL: What are some recent initiatives or products you’ve launched that have been impactful?
Post-COVID, we launched our second flavor profile, Demon TropiCoco. The combination of Demon Spiced rum–a rum so smooth you can sip it on the rocks, and our buttery coconut creation Demon TropiCoco–we provide two products that connect with a big swath of rum drinkers. But the biggest surprise came out of a problem we had when post-COVID glass prices rose to crazy prices. At this time, we began looking for options. Sometime later, we found it. PAPER! Yes, we now package our product in a highly sustainably produced container that is made from 94% recycled paper, is 5 times lighter, and has a carbon footprint 6 times lower than a glass bottle of the same size. We call it the Demon Rum Eco Bottle. It has an MPET liner that keeps our rum tasty and fresh. This sustainable packaging has been in the works for a couple of years and is now ready for sale. We are transitioning away from glass totally, and our decision to do so is being applauded by consumers and retailers alike.
TRL: How do you educate consumers about your rum, and what’s the most important lesson they should take away?
Our motto is “Liquid to Lips”. Once consumers taste our products, we have them. Then we follow up with ways to use it. It’s a one-two punch that is the only way we can compete against all the other options out there.
TRL: How do you manage quality and consistency as your brand grows and enters new markets?
Our decision to use rum distilled from the Caribbean ensures we can be fully scalable as we grow. It also gives us a very consistent product as the base for all our proprietary products. Our recipes are the most valuable thing we have and the way we buy and produce our rum makes every sip sinfully smooth!
TRL: Can you share a collaboration or partnership that helped elevate your brand to additional levels?
After we launched our first Spiced rum product, we introduced our rum to Las Vegas. We’ve been there since 2018. This is where we met Ronald Fenty, father of the music star Rhianna. Ron Loves our rum and our brand. He and his wife Rosemary have been supporters of our rum since we began selling in Nevada. They later became shareholders and promoted Demon Rum wherever they went.
TRL: What is your long-term vision for your rum brand, and how do you see your role in the rum's evolution industry?
Our long-term vision lies in our mission statement “Inject innovation and excitement into the rum category by offering all-natural, authentic, competitively priced rum products that deliver unique flavorful experiences while leading the spirits industry with sustainably conscious products that minimally affect our planet.”
Our sustainable packaging is a bold move that we believe will affect the entire industry. Our thanks to the UK company Frugalpac for that! But it is the premium flavor of Demon Rum, the unique Sinfully Smooth experience delivered, and a good price, available on a large scale, that will make the rum category relevant.
TRL: What’s one piece of educational advice you would give rum lovers to better understand the spirit?
Real rum is made from sugar cane molasses. If your rum is not that, it’s not rum. It was first made as a very inexpensive spirit and thus has an evil reputation. But it doesn’t need to be that way. The beautifully sweet nature of it gives creators so much latitude to make something unique and good. That is what we believe Demon Rum offers.
TRL: How can people learn more about you? Website? Social media page?
Demon Rum can be found in Wisconsin, Nevada, Arizona, and more recently Georgia, California and Florida. But it can be purchased online and delivered to most places through our website https://drinkdemonrum.com/.
You can also join in the fun on Instagram https://www.instagram.com/drinkdemonrum/
After a gangbuster initial presentation last year, Daniele Dalla Pola and Matt Pietrek are back with Round II of “Name That Rum” at the Kaona Room in Miami!
Matt has personally selected yet another round of exotic rums unknown to even (most) rum geeks. In addition to a multi-course Kaona rum dinner and cocktails, you’ll taste each rum without knowing what it is. Matt will be your guide in helping you guess what each rum is and what's unusual about it.
Date: Thursday, Jan. 30th at 6 PM - 8 PM.
Hawksbill rum’s new design spotlights conservation
Miona Madsen – 01/17/2025 – The Spirits Business
Fortitude Spirits Group has introduced a new design for Hawksbill Caribbean Spiced Rum to highlight the brand’s support for Hawksbill sea turtles.
The spiced rum brand donates 10% of profits to the Barbados Sea Turtle Project.
Hawksbill offers four expressions: Island Spices, Pineapple Core, Mango Peel, and a new Banana Skin Caribbean Spiced Rum.
All of the brand’s rums are made with a blend of rums sourced from Guyana and Trinidad, and a unique blend of spices.
The new design spotlights the brand’s commitment to supporting Hawksbill sea turtles.
The bottles are made with 100% post-consumer recycled glass, plant-based inks and seals, labels made from recycled sugarcane fibre, and corks crafted with waste materials.
Each flavoured expression is also made using fruit that would have otherwise gone to waste, helping the brand further minimise its environmental impact.
Along with the rebranding, the rum has also secured a listing in 130 Booker Depot stores across the UK.
According to the brand, Hawksbill Rum is one of the biggest-selling spiced rums on Amazon UK.
Each expression has an ABV of 37.5% and retails for ￡27 (US$33) for a 700ml bottle.
Hawksbill Caribbean Spiced Rum was launched in 2021 and draws inspiration from ‘the laid-back charm of the Caribbean, the people’s lively spirit’ and the ocean.
The rum brand is owned by Intercontinental Brands (ICB) Distillers, which established UK distributor Fortitude Spirits Group with its parent company, Kliro Capital Partners, in October 2024.
In 2023, The Spirits Business listed 10 spirits brands supporting conservation projects worldwide.
Rum Journal: LVMH’s Newest Caribbean Rum
Staff – 01/187/2025 – Caribbean Journal
It’s been one of the most successful rum releases of the last decade: Eminente, the Cuban brand that has instantly found itself in the pantheon of the best rums on the global market.
While the premium aged rum has launched several spin-offs (including an outstanding 10-year Gran Reserva), it’s the 7-year that is the standard-bearer for the brand — an exquisite, balanced, quintessential expression of Cuban rum making, one that has won Double Gold several times at the Caribbean Rum Awards.
But now Eminente has a new rum: it’s called Carta de Oro, and it’s meant to slot in between the company’s three-year-old amber rum and the 7.
We were lucky enough to try some recently, and the result is another winner for Eminente and parent company LVMH (you may have heard of it).
The amber-colored spirit is a five-year expression, with a nose of pineapple, white pepper and stone fruit.
The flavor profile is marked by more stone fruit, toffee, brown sugar and creme br?lée, with a finish marked by nutmeg, cinnamon and a slight edge of cayenne pepper and caramel.
It’s a lovely rum, and exceptionally drinkable. It’s another sign of the growing strength of Eminente, and of just how good Cuba’s rums continue to be.
Rum Journal Review: 90 Points
Purple Creative Takes Abuelo Rum to Angelic New Heights
Staff – 01/21/2025 – ?Purple Creative
Campaign brings the unique rum's production story to life
Purple Creative recently launched Ron Abuelo’s ground breaking new expression, Three Angels. The award-winning Panamanian rum brand wanted to celebrate their most innovative liquid to date with a memorable campaign that showcased its rich taste, unique production and romantic story.
Ron Abuelo Three Angels is a 12 year old single estate rum, double matured in white oak ex-bourbon barrels then intensely finished in extra-charred first-fill barrels taken from the highest racks in the warehouse.
Based in the Panamanian tropics, the temperatures at the top of the bodegas often soar to over 90?C, dramatically increasing the interaction between the extra charred oak and the aged rum, intensifying the flavours. Of course, this also increases the ‘angel’s share’, where the liquid evaporates during ageing, making Three Angels a rare treat. ?
The campaign by Purple Creative showcases the flavour and smoothness of this new rum but also brings the unique production story to life.
The hero film shows the rum-making process from the angels’ perspective. Swooping drone footage tells a beautiful and evocative story of the three unseen angels as they fly over the Panamanian countryside at twilight, soaring over emerald jungles, turquoise oceans and the fertile sugarcane fields in the Pesé valley. They then steal into the bodega, dancing from barrel to barrel, to take the precious rum straight from the casks on the top racks. The dramatic story is told through a poetic voiceover that captures the majesty of the liquid and process.
“Rather than create a functional campaign, detailing the rum’s product attributes, we really wanted to lean into the Three Angels name and story – to turn an everyday process into something more magical evoking the angels share. The resulting film allows us to romanticise rum-making in a new and evocative way." said Gwyn Edwards, creative director, Purple
The film was supported by a series of beautiful static key visuals that bring the story of the highest racks to life in an abstract way, shot by Ted Humble-Smith. The exclusive launch event was held at the Panama Canal Museum, featuring stunning ethereal trapeze artists as part of the spectacle.
The campaign has launched in Panama and will now be rolled out globally throughout 2025 across print, digital and social.
Liviko adds Caribba Reserva to rum range
Sophie Arundel – 01/16/2025 – The Drink Business
The Estonian spirits producer, known for brands like Vana Tallinn, has added an eight-year-old reserva rum blend to its Caribba range.
Liviko has expanded its Caribba rum portfolio with Caribba Reserva, a premium blend of Caribbean rums aged up to eight years. The new expression, sourced from Trinidad and the Dominican Republic, targets the growing premium rum market in Europe and Asia.
J?rgen Herman, export director at Liviko, said: “Caribba Reserva is a premium addition to the Caribba family and a natural extension of our portfolio. We have observed a growing trend in the premium rum category, and the initial feedback has been encouraging.”
Caribba Reserva delivers a complex flavour profile. It combines aromas of caramel, honey, and tropical fruits with hints of dried citrus peel and candied spices. The full-bodied taste includes walnuts, baked apples, and sweet bakery spices, finishing with dried orange peel.
Liviko recommends serving Caribba Reserva slightly chilled, between 13 and 15°C, as a digestif.
Founded in 1898, Liviko exports its products to over 70 markets. Known for brands such as Vana Tallinn and Crafter’s Gin, the company continues to innovate in the global spirits sector. Caribba Reserva showcases its commitment to meeting consumer demand for premium offerings.
Tanduay Distillers to expand global brand presence in 2025
Staff – 01/17/2025 – PNA
MANILA – Philippine alcoholic beverage company Tanduay Distillers, Inc. will build on its accomplishments from the past year by expanding its presence in the global market.
After penetrating the Czech Republic and South Korea markets in 2024, plans are underway to establish brand presence in France, Italy, Spain, Denmark, the Nordic Region, and Latin America.
Entering 2025, Tanduay products are already available in Armenia, Australia, Austria, Belgium, Canada, Costa Rica, Georgia, Germany, Hungary, Luxembourg, Malta, New Zealand, People's Republic of China, Peru, Poland, Singapore, Taiwan, the Netherlands, United Arab Emirates, United States, and United Kingdom.
As Tanduay looks to add more years of excellence to its storied history, it continues to innovate while remaining true to its tradition of craftsmanship.
“We continue to strike the perfect balance between heritage and progress. This duality -- the fusion of tradition and modernity -- is at the heart of our campaign and allows us to connect with people, not only in the Philippines but around the world,” Lucio Tan Group and Tanduay Distillers, Inc. president Lucio Tan III said in a news release Friday.
Founded in 1854, Tanduay began as a small distillery in Hagonoy, Bulacan and has since grown into a global powerhouse.
Last year, Tanduay Double Rum received gold awards from the Beverage Testing Institute and the SIP (Spirits International Prestige ) Awards.
Tanduay Asian Rum Gold also won in the Best Buy Category of the Beverage Testing Institute and an Innovation Award at the SIP Awards.
Tanduay Asian Rum Silver was likewise bestowed gold awards at the San Diego Spirits Festival, while Especia Spiced Rum earned a gold and a Best in Category for Spiced Rum award at the New Orleans Spirits Competition.
Even Tanduay’s newest products, the Tanduay Reserve Rum 10 Years and the Tanduay Reserve Rum Overproof, received immediate recognition. The former won both a Master Medal and Taste Master Award, while the latter earned gold at the Asian Spirits Masters by The Spirits Business.
Last year, Tanduay again hosted the highly anticipated annual rum festival in partnership with the local government of Bacolod.
Now in its fourth year of celebrating the region’s quality sugarcane from which Tanduay rums are made, the festival held Culinaria, Mixology, and Flairtending competitions that highlighted the region’s best talents.
The Tanduay Negros Plant, located at the boundary of Bacolod City and Murcia town, employs more than 400.
The 30-year-old distillery manufactures up to 55,000 cases of rum daily.
Molasses, the primary material in making rum, comes from the sugarcane farms of Negros Occidental, the country’s top sugar-producing provinces. (PR/PNA)
Update: Rum fight goes to Fair Trading Commission
Staff – 01/17/2025 – Stabroek News
https://www.stabroeknews.com/2025/01/17/business/update-rum-fight-goes-to-fair-trading-commission/ ? ? ?
(Jamaica Gleaner) National Rums of Jamaica Limited has sought the intervention of the Jamaica Fair Trading Commission, FTC, to address alleged anti-competitive practices by large players, including J. Wray & Nephew Limited.
“We ask the commission to investigate the anti-competitive practices preliminarily outlined herein and to assess damages due to the complainants,” said the NRJ competition complaint sent to the FTC and copied to the Financial Gleaner.
The parties that filed the complaint are National Rums and its affiliated Long Pond Distillers Limited and Clarendon Distillers Limited.
David Miller, the executive director at the FTC, confirmed receipt of the complaint but had no further comment.
The complaint cites alleged issues of dominance, price-fixing and conspiracy.
This move follows a dispute in which Spirits Pool of Jamaica successfully prevented the ageing of rum outside Jamaica while retaining the GI, or geographic indication. The GI for Jamaican rum certifies that the product meets specific standards tied to the island’s heritage and production methods, ensuring global consumers associate Jamaican rum with authenticity, quality, and unique characteristics rooted in the environment.
Some players assert that ageing outside the island shifts the additional value produced from ageing in Jamaica to the developed world, which mostly consumes the drink. While most producers have their own brands which benefits from local ageing, National Rums produces mostly bulk rum that’s branded elsewhere. Conversely, National Rums contends that restricting its operations in this manner stifles its business model and unfairly limits its ability to compete internationally.
“The application of a GI must operate in the context of fair competition and should not be used as a device to restrict competition or to fortify market dominance,” National Rums stated in the complaint.
Last October, the Jamaica Intellectual Property Office, JIPO, ruled explicitly that the rum GI requires local ageing and blending. The tribunal at JIPO however added that JIPO was not the correct forum to adjudicate unfair competition matters, according to the National Rums complaint to the FTC.
“In doing so, JIPO did not provide a ruling on the anti-competitive practices of the Spirits Pool and/or its members,” the complaint stated.
National Rums also raises concerns in the complaint about the governance of the GI and whether the current rules favour certain producers to the detriment of others. It has called for the regulatory body to investigate potential anti-competitive practices arising from the enforcement of the GI rules.
The complaint stated that J. Wray & Nephew Limited occupies a position of “dominance” in the retail market for Jamaican rum locally and in overseas markets. Its “dominance” is borne out in its “crop volume” at just over half the island’s total crop volume. It also holds the largest stock of aged rums with “several local warehouses” for ageing rum, National Rums said.
“The commission should consider that a dominant player in one market can abuse its position to distort competition in a neighbouring market in which it may not hold a dominant position,” the complaint stated.
Rum Market Expected to Reach USD 25.95 Billion by 2030 (excerpt)
Staff – 01/17/2025 – Open PR
Rum Market
The ?????? ???????????? size was valued at USD 18.19 Billion in 2023 and the total Rum revenue is expected to grow at a CAGR of 5.2% from 2024 to 2030, reaching nearly USD 25.95 Billion.
?????? ???????????? ????????????????:
Rum, a distilled alcoholic beverage derived from sugarcane molasses or sugarcane juice, holds a significant place in the global alcoholic beverages market. It has become increasingly popular among younger generations and affluent consumers who appreciate its variety of flavors and customization options. Flavored rum dominates the market, with leading brands like Bacardi, Malibu, Kraken, Captain Morgan, and Sailor Jerry setting trends. Countries such as Barbados, Cuba, the Dominican Republic, Jamaica, and Puerto Rico have cemented rum's cultural and historical significance, further boosting its global prominence.
?????????????? ???? ?????? ?????? ????????????:
The rising popularity of cocktails is a key driver of the global rum market. As consumers embrace quality spirits, rum's versatility as a base for cocktails enhances its appeal. The cocktail market, spurred by improving lifestyles and higher per capita incomes, has significantly boosted demand for spiced and flavored rums. Younger generations, influenced by Western culture, are experimenting with bold flavors, further driving innovation and market growth. Premium rum is another growth catalyst, appealing to consumers eager to explore authenticity, quality, and unique taste profiles. The accessibility of premium rum worldwide, coupled with increased disposable incomes, has expanded its market reach. Aged and dark rums, in particular, are gaining popularity due to their bold and smoky flavor profiles, often used in classic cocktails like the Dark'n' Stormy and Cuba Libre.
?????? ???????????? ????????????:
Flavored rum continues to trend as a favorite among consumers seeking unique and diverse flavor experiences. Fruity, citrus, coffee, caramel, and vanilla-infused rums are gaining traction, with brands like Kraken Black Roast Coffee Rum, Bacardi Coconut Rum, and Captain Morgan Cherry Vanilla Rum leading the innovation. This diversity caters to evolving consumer tastes and offers significant growth potential for the market.
?????????????? ?????? ???????????????????????? ???? ?????? ?????? ????????????:
???????????? ?????????????????????????? ???? ??????????????
Vietnam's rum spirits market is expanding due to rising consumer interest in international beverages and the growing urban population. Local distilleries are innovating to cater to changing tastes, while Bacardi and Diageo are increasing their market penetration through partnerships with local distributors.
?????? ???????????? ???? ????????????????
Thailand is witnessing robust growth in rum consumption, with a focus on premium and craft variants. Recent mergers, such as Pernod Ricard's collaboration with local producers, highlight the industry's potential. The hospitality industry's recovery post-pandemic is further fueling demand, making Thailand a significant contributor to the global rum spirits market.
???????????? ???? ??????????'?? ?????? ????????????
Japan's sophisticated palate is driving demand for high-quality aged rums. The trend toward luxury spirits is evident, with Havana Club and Mount Rum gaining traction. Craft rum producers in Japan are also creating unique blends to cater to niche markets. The industry here is characterized by innovation and a focus on sustainability.
?????????????????????????? ???? ?????????? ??????????
The South Korean rum spirits market is consolidating as key players like Bacardi Limited and Edrington Group strengthen their foothold through strategic partnerships and acquisitions. The market is driven by the popularity of cocktails among younger consumers and the increasing availability of premium rums in retail outlets.
???????????????? ???? ??????????????????'?? ?????? ????????????????
Singapore serves as a hub for premium spirits in Southeast Asia. The country's rum market is updated with new product launches by global giants such as Diageo and Pernod Ricard. The presence of duty-free zones and a thriving tourism industry further enhance Singapore's position in the global rum market.
?????????????????????????? ???? ?????? ???? ?????? ????????????
The United States remains a dominant force in the global rum market, driven by the popularity of flavored and spiced rums. Recent developments include Bacardi's acquisition of boutique rum distilleries and the growing trend of rum-based cocktails. The US market is expected to maintain a steady growth rate, supported by robust consumer demand
?????? ???????????? ???????????? ???? ????????????
Europe is experiencing a surge in demand for premium and organic rums. Countries such as Spain and the UK lead in rum consumption, with brands like Captain Morgan and Flor de Ca?a launching innovative campaigns to attract younger demographics. The European rum market is evolving rapidly with a focus on sustainability and artisanal production.
Babco merges with Innovatus Drinks
Nicola Carruthers – 01/21/2025 – The Spirits Business
Neptune Rum owner Babco will merge with spirits producer Innovatus Drinks to create a ‘powerhouse’ in the alcohol sector.
The UK-based drinks producers will operate as one under a new name, Babco International.
The merger was established to allow the firms to tap into ‘evolving consumer habits and preferences’, while focusing on sustainability and ‘cutting-edge’ technology.
The companies said the merger creates a ‘powerhouse’ in the alcohol sector with a combined annual revenue of more than ￡4 million (US$4.7m) expected in the first year of operation.
The two firms intend to ‘revolutionise’ the industry by ‘leveraging their complementary strengths, diverse product portfolios and shared vision for innovation and sustainability’.
Innovatus Drinks produces Horse Guards Gin, Barentsz Gin, Pedrino Spritz and Wing Walker Rum. The company purchased Sollasa, an apéritif brand designed to be paired with Indian food, last year.
Babco owns Neptune Rum, which it acquired in 2022, and Tofka toffee-flavoured vodka.
Innovatus Drinks is said to bring expertise in high-quality spirits production, while Babco offers scale, distribution networks and operational efficiency.
The combined entity will work on expanding its range of spirits and beer, extend its global reach by entering new markets and ‘accelerate efforts’ to cut environmental impact with a specific focus on ocean-saving initiatives.
The leadership team will include senior executives from both Innovatus Drinks and Babco.
Babco’s Lewis Bowen, former group CEO of Neptune Rum, will become CEO of the combined company.
He called the merger a “significant step forward for both companies”.
领英推荐
“Together, we’re uniquely positioned to redefine the drinks landscape, delivering products that resonate with consumers while championing sustainability,” Bowen continued.
Mark Crowther, a former Diageo and Carlsberg executive, will take on the role of non-executive chairman of the board.
Crowther has held non-executive chair positions at The Pub People Company, Darwin & Wallace and Curious Brewery.
“By joining forces, we’re combining Babco’s scale and operational excellence with Innovatus’s creativity and premium brand expertise,” Crowther stated.
Crowther believes the new company will “unlock significant opportunities for growth and innovation” and explore “further brand acquisition opportunities”.
Tobago Gold goes bankrupt
Melita Kiely – 01/16/2025 – The Spirits Business
Rum-based chocolate liqueur Tobago Gold has filed for bankruptcy.
Founded by Lars S?derstr?m, Tobago Gold is a chocolate rum liqueur made with Caribbean spices. It is bottled at 17% ABV.
The brand, registered in the Netherlands, was declared bankrupt on 12 November 2024, official documents show.
According to translations of the documents, reasons for the bankruptcy include ‘disappointing’ sales, which resulted in a surplus of inventory.
It also noted internal discussions about governance, which diverted attention from core activities.
Furthermore, higher-than-expected consultancy costs resulted in lost confidence from investors, heightened by ‘lagging turnover’. As a result, insufficient income meant operational costs could not be covered.
The document said the company endeavoured to reduce costs by introducing various austerity measures and negotiating with creditors for more favourable payment conditions. However, these efforts were not enough to avoid bankruptcy.
Interested parties were invited to bid on stocks of Tobago Gold, including finished products, bulk goods and packaging materials. The stocks have been sold to German company Your Success Counts, founded by Ute Hagen, for €18,500 (around US$19,077). Hagen has also been chairperson of the board of Tobago Gold since February 2024.
The Spirits Business has reached out to Tobago Gold for a comment.
The chocolate rum liqueur brand had been expanding to new markets, with particular focus on countries in the EU from 2022 to 2023. In 2022, the brand secured ‘substantial’ financial backing from two businessmen.
Last week, English spirits producer Alderman’s Drinks, the company behind Didsbury Gin, went into liquidation after owing its creditors nearly ￡200,000 (US$245,877).
Mark Anthony Brands President Dishes on Simplified 2025 Portfolio, Spirits-Based RTD Learnings
Zoe Licata and Ferron Salniker – 01/16/2025 – Brewbound
Mark Anthony Brands is narrowing its focus in 2025, with a “dramatically” simplified portfolio, Mark Anthony Brands president David Barnett shared Monday during Day 2 of Beer Business Daily’s Beer, Wine and Spirits Summit in Palm Beach, Florida.
Like many bev-alc companies prioritizing “focus” in the new year, Mark Anthony Brands’ 2025 ambitions will be anchored by its core offering, White Claw Hard Seltzer – the No. 1 hard seltzer brand, with 67% share of the segment’s dollar sales – and offshoots of the 5% ABV brand, including:
White Claw Surge (8% ABV), which is nearing 10 million cases sold and growing around +20%, according to Barnett;
White Claw Zero (0% ABV), launched in late 2023 for consumers who “want to hold White Claw in their hand, but are not drinking;”
Clawtails (7% ABV), a new line of malt-based, cocktail-inspired ready-to-drink (RTD) beverages.
“We tried a lot over the years from an innovation front – some have worked, some haven’t – and now we have a really strong portfolio strategy, which has anchored around our core product,” Barnett said.
Mark Anthony Brands is the fourth-largest beer vendor by 2024 dollar sales in off-premise channels tracked by both Circana and NIQ.
Year-to-date (YTD) through December 29, the company’s dollar sales increased +1.5%, while volume, measured in case sales, declined -1.7%, in Circana-tracked channels (total U.S. multi-outlet + convenience).
In NIQ-tracked channels (total U.S. xAOC + liquor plus + convenience), dollar sales increased +1.2% and volume declined -1% YTD (ending December 28)
White Claw Hard Seltzer was the eighth-largest brand by YTD dollar sales in NIQ-tracked off-premise channels, with dollar sales increasing +2.5% and volume flat (-0.1%), according to data shared by 3 Tier Beverages.
White Claw’s Spirits-Based RTDs ‘Didn’t Work the Way We Wanted’
“Clawtails, endorsed by White Claw” will launch in March with four flavors: Margarita, Cosmo, Mai Tai and Mojito. The offerings will be available in 12 oz. can 12-packs and single-serves, hitting shelves in time for spring resets.
Clawtails are a part of Mark Anthony Brands’ ambitions of “now tackling and refreshing the cocktail occasion,” Barnett said.
Barnett admitted the company’s share in spirits-based RTDs is minimal (0.9% of off-premise dollar sales in the last 52 weeks, according to NIQ data), as attempts to expand with White Claw Vodka + Soda and Tequila + Soda have fallen flat.
“We tried a few things, particularly with White Claw that didn’t work the way we wanted it to work, and that was taking a bit of our own medicine there,” Barnett said.
In the last 52 weeks (ending December 28), White Claw’s spirits-based RTD dollar sales have declined -34.5% and volume -33.7% in NIQ-tracked off-premise channels.
Mark Anthony Brands still has total-beverage aspirations, and has expanded its spirits-based RTD portfolio by introducing existing brands into the U.S. market, including Ontario-based Dillon’s Small Batch Distillery, which Mark Anthony Brands acquired in 2011. The company will push Dillion’s gin- and vodka-based RTDs into 18 markets across the U.S. this year, Barnett shared.
Mark Anthony Brands is also testing another Canadian RTD, Olé – a canned margarita brand acquired last May – in California and Southwestern states in 2025. The 5.2% ABV margarita brand comes in eight flavors, and claims to offer Canada’s first tequila variety pack.
However, the spirits-based RTD market is still hard to succeed in, with more than 500 brands and 2,500 SKUs in the market, Barnett shared.
“It’s two-times hard seltzer in terms of the proliferation of the category, so you have to pick and choose to make sure you’re doing it the right way,” he said.
In response, Mark Anthony Brands is allocating marketing dollars to a cocktail-adjacent product, Cayman Jack, the company’s malt-based margarita brand. The brand is a “classic discovery brand,” and just surpassed 10 million cases in sales, but only has half the distribution of White Claw, Barnett shared. He believes there’s a “big impact opportunity in terms of romancing the margarita mindset,” although the cocktail already has now reigned for multiple years as America’s favorite.
After extending its flagship brand White Claw into straight spirits via White Claw Vodka three years ago, the company is also “looking to strategically improve” its share in the mother category. In addition to White Claw Vodka, the company owns Glendalough Irish gin and whiskey, as well as Canadian whisky, Bearface.
“The consumer cycle is much slower, so it’s going to take a longer time in spirits,” Barnett said.
In the last 52 weeks, White Claw Vodka dollar sales have declined -12.9%, while volume has increased +2% in NIQ-tracked off-premise channels.
‘Mega M&A Deals’ Not A Part of Growth Strategy
Despite bringing some acquired RTD brands stateside, “major M&A deals” are not a part of Mark Anthony Brands’ growth strategy, Barnett said.
“I’ll never say never – we look at virtually everything that comes available to us,” Barnett said. “But I don’t think mega M&A deals are gonna be a part of our long-term growth strategy.”
“Where it makes sense to amplify and build a diverse portfolio across categories [and] where we can get a headstart with some entrepreneurs, maybe,” he continued. “But for those of us who know [founder] Anthony [von Mandl], who are we as an organization, we are an innovation-led, disruptive-category, start-from-ourselves-type of an organization.”
White Claw Zero
White Claw Zero is for when “you’re not drinking for whatever reason, and you don’t want to have a traditional beer non-alcoholic (NA), but you don’t want to hold something in your hand at a party that your kids are also drinking,” Barnett said.
Barnett believes the adult NA beverage space outside of NA beer is “just starting to happen,” but that White Claw Zero has “done well” and the company is “optimistic about it.”
“We’re learning everyday to make sure it’s an important part of our portfolio,” Barnett said.
On-Premise
Mark Anthony Brands and White Claw are “just getting started with the on-premise,” Barnett shared.
He estimated that about half of the total on-premise accounts in the U.S. carry a hard seltzer, but it’s “getting better and better every day” and “there’s plenty of runway for White Claw still.”
Navigating Marketing for Más+ Hydration Beverage
Mark Anthony Brands launched its hydration beverage Más+ in South Florida in June 2024, backed by professional soccer star Lionel Messi. The offering is now available in eight markets, with a national launch slated in the next 3-4 months, Barnett shared.
In the markets where Más+ is available, it’s a top 10 hydration product, and Mark Anthony Brands feels “great about the proposition” of the product, “great about the support that we’ve gotten through our distributors and our retailers,” and happy with its partnership with Messi, Barnett said. However, the company is “working on marketing.”
“It’s relatively new for us as a category, and we’ve learned a lot in terms of how we really amplify Leo’s network and work with a celebrity of that scale,” Barnett said. “And that’s what our focus is right now, is really getting our marketing right so that we go national, we’re ready to go.”
The majority of Más+’s distributor network – approximately 85% – is Mark Anthony Brands’ existing network of beer distributors, Barnett said. However, “for the most part, Más+ is a startup company,” and its sales and marketing resources separate from Mark Anthony Brands’ beer resources, “so that we can maintain focus on our core portfolio,” he added.
Barnett did not share comments (nor was he questioned) on the company’s legal battle with Prime Hydration, the hydration beverage company backed by influencers and YouTube personalities Logan Paul and KSI.
Prime has alleged that Más+ looks similar to Prime in its branding and packaging, and causes consumer confusion – particularly as Prime has connected itself to professional soccer through several partnership deals, including a partnership with Messi’s former team, FC Barcelona.
Mark Anthony Brands filed its lawsuit first, pursuing a court declaration that Más+ was not infringing on any trademarks. Prime countersued in late November, alleging consumer confusion and citing comments from consumers on social media.
10 of the world’s most expensive drinks 2025 (Link)
Mallory Legg – 01/16/2025 – The Drink Business
When it comes to indulgence, few things capture the essence of extravagance like the world’s priciest spirits and wines. From rare whiskies with bespoke art to Champagne bottles encrusted with diamonds, here are 10 of the most expensive alcoholic drinks, all priced at over a million pounds:
Macallan Michael Dillon 1926 – ￡1.2 million
Brown-Forman To Trim Around 12% Of Global Workforce
Staff – 01/15/2025 – ESM Magazine
Brown-Forman has announced plans to lay off about 12% of its global workforce of 5,400 employees, as the Jack Daniel's maker looks to reduce costs amid weak alcohol demand.
The company has struggled with high input costs, including of raw materials such as agave and wood barrels, and raised prices for its whiskey brands to shield margins.
Consumers have also traded down to cheaper brands as they deal with higher costs of living. Brown-Forman's peer Constellation Brands cut its annual forecast last week and flagged uncertainty around consumer spending on its beers and spirits.
Restructuring
Brown-Forman said it will close its Louisville-based barrel-making facility by 25 April, which will impact about 210 employees and is part of the overall global workforce reduction. The company said it will source barrels from an unnamed external supplier in the future.
The announcement comes just days after the US Surgeon General said alcoholic drinks should carry a warning about cancer risks on their labels and called for guidelines on alcohol consumption limits to be reassessed.
Brown-Forman's restructuring plan is expected to generate about $70 million (€68.million) to $80 million (€77.7 million) in annualised cost savings. The company is expected to incur about $60 million (€58.3 million) to $70 million (€68 million) in severance and other charges related to the layoffs.
Appointments
The company also said it will restructure its executive leadership, including appointing a new chief marketing officer and a chief strategy officer.
The company has named Jeremy Shepherd as its new chief marketing officer and Michael Masick as the president of its Americas unit.
Elsewhere, Yiannis Pafilis has been named president of the Europe, Africa and Asia Pacific division, while Chris Graven joined the executive leadership team as chief strategy officer.
Currently, Pafilis leads teams across Europe and the new role will include Africa, the Asia Pacific region, and global travel retail.
Diageo (DGE.L): Is Diageo's US performance sustainable? We remain cautious into 2025
Staff– 01/15/2025 – Goldman Sachs
Another year of transition for US spirits demand? Our 10th US spirits wholesalers survey (here) points to muted volume growth outlook in the US for 2025. We expect that pricing is unlikely to be a driver, given lower CPI, oversupply of agave, and potential promotional activity; with premiumisation to remain on hold in 2025.
Can Diageo continue to gain share of US spirits? Diageo is currently gaining share in the US, driven by: 1. Crown Royal; and 2. Don Julio. Crown Royal is mostly being driven by Blackberry, launched in March 2024. We believe Diageo will lap tough comps from 2Q CY25, and will likely lose share. We expect further growth and share gain for Don Julio in 2025, although we are concerned about a step-up in promotional activity, owing to agave oversupply and potential imports tariffs.
We expect in line 1H results (Feb 4), but are cautious on FY25/26 in light of a demanding valuation. We expect 0.4% OSG in 1H and a 1.5% EBIT decline, being more cautious on the US but more optimistic on Guinness in Europe. We expect mid-term guidance to be cut, from 5%-7% OSG to mid-single-digit. We are 3% below consensus EPS, seeing no upside to best-in-class FY24 EBIT margin of 28%. Diageo trades on 17x CY25E P/E, vs 21x 10 year average, we remain Sell rated.
WSWA Urges Congress to Extend Section 199A: $380 Million in Investments by Family-Owned Wine & Spirits Wholesalers at Stake
Staff – 01/15/2025 – WSWA
Tax savings under the 199A deduction have fueled job creation, community reinvestment, and economic growth for nearly 4,200 facilities and 97,800 employees nationwide—critical lifelines for family-owned businesses facing corporate competition.
Wine & Spirits Wholesalers of America (WSWA), today submitted a letter to House Ways and Means Chairman Jason Smith and Ranking Member Richard Neal regarding the permanent extension of key provisions of the 2017 Tax Cuts and Jobs Act (TCJA)- including the Section 199A tax deduction on qualified business income and exemptions within the estate tax code, which expire in 2025.
“The importance of Section 199A to the livelihood of family-owned businesses across the country cannot be overstated It has created jobs, supported local communities, and ensured American companies can thrive through the challenges presented by a global pandemic and the significant inflation of the last few years. Without it, many businesses would be forced to make difficult decisions about their workers, facilities, and business future,” wrote WSWA President and CEO Francis Creighton.
WSWA members, as logistics and marketing businesses, face competition not only from each other but also from large, publicly traded corporate distributors and retailers for critical resources like employees, trucking, warehouse space, and equipment. Most of America’s wine and spirits wholesalers are multi-generational, family-owned, and privately held businesses that rely on the Section 199A deduction to remain competitive. If these tax deductions expire, family-owned businesses would face a significant disadvantage, shouldering a top statutory tax rate nearly double that of multinational corporations.
“Without the 199A deduction, we simply would not have been able to compete with corporations that pay a lower tax rate. The playing field would have shifted, making it harder for businesses like ours to continue thriving and contributing to the local economy,” said WSWA Chairwoman and President of Opici Family Distributing Dina Opici.“Since 2017, this deduction has allowed businesses like ours to invest in our employees, expand our fleets, upgrade our facilities, and give back to the communities we serve. It’s not just a financial benefit; it’s a lifeline that helps ensure the sustainability and growth of businesses that have been built from the ground up over generations.”
Since the enactment of TCJA, America’s family-owned wine and spirits wholesalers across the country have invested billions into their 97,800 full-time employees, 4,175 facilities, and 1,121 separate communities. A study performed by John Dunham and Associates indicates that Section 199A enabled wine and spirits wholesalers to invest between $44 million and $54 million annually into our companies, at a total of $304-$380 million since 2017.
"What the tax savings has allowed us to do is we're constantly redoing our infrastructure," Co-CEO of Great Lakes Wine & Spirits Syd Ross told Wine-Searcher last year. "We've gone from one (warehouse) facility to four facilities. We bought Highland Park a police car, and we bought the fire department uniforms. It's not like we're taking the money and putting it out in our pockets."
In 2024, WSWA worked closely with the Main Street Coalition to take part in 5 roundtables with Members of Congress across the country and host 10 warehouse tours to better qualify the critical impact the Section 199A tax deduction has had on the industry. More than 30 Texas business leaders met with House Ways and Means Committee Member Beth Van Duyne (R-TX-24) last October to discuss tax relief at the Republic National Distributing Company (RNDC) facility in Grand Prairie, Texas.
At today’s hearing, Representative Van Duyne entered WSWA’s comment letter into the record saying, “Last year, we heard from workers and small business owners in field hearings and round tables across the country about the necessity of renewing the 2017 Trump Tax Cuts. Policies like the Small Business Deduction in Section 199A allowed small businesses to thrive by giving them a chance to reinvest billions of dollars into their employees and companies. Today’s hearing was an important continuation of this work to support America’s working families and job creators by preventing the greatest tax hike in U.S. history.”
Where are the opportunities for no-alcohol spirits in the US?
Staff – 01/17/2025 – The IWSR
IWSR US Navigator data shows no-alcohol spirits are outpacing other no-alcohol alternatives
No-alcohol spirits have emerged as the fastest-growing segment within the broader spirits category in the US, boasting a remarkable five-year compound annual growth rate (CAGR) exceeding 60% through 2024.
Despite its smaller overall volume compared to traditional spirits, the segment’s growth trajectory outpaces that of other no-alcohol alternatives, such as beer and wine.
This latest data comes from IWSR US Navigator, the industry’s only trusted source of monthly volume data for the total US beverage alcohol market — across wine, spirits, beer, cider, RTDs and no-alcohol — by price tier, for all 50 states going back to 2019, based on highly accurate local tax office data.
“This growth in no-alcohol spirits is driven by factors such as the sober-curious movement, lifestyle choices, and improved flavor innovations,” comments Koryn Ternes, Consulting Manager – Americas, IWSR. “Premium positioning and shifting social norms have propelled no-alcohol spirits into mainstream drinking culture, offering sophisticated and stigma-free alternatives for a broader audience.”
Seasonal Peaks and Patterns
Seasonality plays a pivotal role in no-alcohol spirits consumption, with January consistently standing out as the strongest month for the category. Volumes in January are more than double the monthly average due to the influence of ‘Dry January’, New Year’s resolutions, and post-holiday consumption trends.
Spring, particularly April and May, marks another period of growth, bolstered by outdoor gatherings, springtime celebrations, and holidays such as Easter, Mother’s Day, and Memorial Day.
In contrast, summer and fall exhibit comparatively lower volumes, suggesting a seasonal shift in consumer preferences toward other beverage categories.
States in the Midwest and Mid-Atlantic regions, including Pennsylvania, Ohio, Virginia, and New York, see heightened demand during January, with CDI (Consumer Demand Index) levels 20% to 50% higher than their yearly averages. This regional boost underscores the importance of targeting consumers during peak periods.
Regional and State-Level Trends
Coastal states dominate the no-alcohol spirits landscape, with California and New York together accounting for over one-third of the segment’s total volume in 2023 and continuing to grow – volumes in California and New York grew at a 47% and 44% CAGR over the past 5 years, respectively. Urban lifestyles and diverse populations in these states have driven category adoption and innovation, solidifying their leadership positions.
Smaller states such as Rhode Island Delaware, and Vermont demonstrate disproportionately high CDI levels, with Rhode Island ranking 1st in CDI across all fifty states, signaling robust demand relative to their size. These regions represent niche opportunities for expansion through targeted marketing and outreach campaigns.
Meanwhile, states like Texas and Florida, despite their large populations, underperform in consumer demand. For instance, Texas ranks among the bottom five states in CDI, highlighting the need for strategic efforts to raise awareness and availability in these high-potential markets. Tactics such as education campaigns and expanded premium product offerings could unlock significant growth in these regions.
Washington D.C. also emerges as a standout market, ranking second in CDI, driven by its younger, urban demographic. As a trendsetter for the category, D.C. offers a blueprint for leveraging innovative marketing strategies to amplify awareness and drive adoption across broader urban centers.
Looking Ahead
The growth of no-alcohol spirits reflects a broader shift toward inclusivity and wellness trends. With a focus on January and springtime events, and strategic investments in both coastal hubs and underserved states, the category is poised for continued expansion. As more consumers embrace these premium, sophisticated alternatives, no-alcohol spirits will remain a key player in the evolving US beverage market.
Liquor Industry Awaits the Trump Effect (Link)
W. Blake Gray – 01/20/2025 – Wine Searcher
US alcohol producers and consumers will find out soon enough whether the new administration is good for them or not.
Dunder, Muck, and Acid – Demystifiying Jamaica Rum’s Secret Sauce
Matt Pietrek – 01/20/2025 – CocktailWonk
Jamaica rum’s hallmark is its bold, funky, and fruity flavors, which are rarely seen in rums from other locales. People new to rum sometimes ask, “What is funk?” A typical reply is, “When you’ve tasted it, you’ll know.”
Jamaica rum’s bold flavors derive from fermentation components that, while not unique to Jamaica, are emblematic of the island’s rum-making. Unfortunately, what these components are and how they work often confuses enthusiasts and writers.
Dunder is the best known of these components, acid and muck much less so. To help enable a more accurate understanding of their contributions to Jamaica’s unique rum, I’ve summarized key details about each of them below, along with a quick-reference infographic.
Fermentation Forward
Unlike most rum sold today which is aging forward, Jamaica’s rum is fermentation forward. I discussed this concept in an earlier article, Rum, Ratios, and Flavor. Fermentation forward simply means that most of the rum’s flavor was created during fermentation. When yeast consumes the sugar and other components in the mash during fermentation, it emits many types of organic molecules, including organic acids, alcohols, and esters.
Some of these compounds, including methanol, are poisonous and/or unpleasant tasting and are mostly removed by the distillation process. What remains in the newly distilled rum is mostly ethanol, along with lesser amounts of organic acids, higher alcohols, and esters. These non-water, non-ethanol compounds are collectively called congeners, and they give rum its flavor. Of course, if you subsequently age the rum, it will acquire additional flavors, but those flavors will be different than the fermentation-created flavors.
At best, a rum mash of molasses, water, and a typical yeast (Saccharomyces Cerevisiae) will create a modest amount of flavor compounds. To supercharge fermentation-created flavor, you need to play the game differently. That means using a different class of yeast and providing an environment optimized for emitting large amounts of desirable congeners.
Without going deep into fermentation chemistry, the Schizosaccharomyces pombe species of years is colloquially known as “wild yeast,” meaning they naturally occur in the air, water and soil. Different yeast strains create different rum, and each Jamaican distillery has its own ambient pombe strains. Pombe yeast works best in a more acidic environment than what’s optimal for the Saccharomyces Cerevisiae species used in other locales. This is no small detail. As you’ll see below, different types of organic acid molecules play a pivotal role in Jamaica’s unique rum-making process.
Dunder
Dunder is a Caribbean name for the slightly acidic liquid that remains in a pot still after distillation. Elsewhere, it’s also known as stillage, vinasse or lees. Once drained from the still, the dunder cools and rests for many days. During the resting interval, dead yeast cells and other solids sink to the bottom of the tank and form a sludge.
When combining and mixing the ingredients for a new batch of rum mash, liquid dunder can replace most of the water that a conventional fermentation would require. After fermentation starts, the dunder-contributed acid molecules combine with yeast-created alcohol molecules to create esters. Simply put, dunder creates a better environment for ester formation than regular water.
Of note for anyone who thinks that dunder is particularly exotic, the sour mash whiskey process uses the same technical to enhance flavor creation.
Regarding dunder’s etymology, a 1794 book notes, “From redundar, Spanish -- the same as redundans in Latin.” (In English, redundar/redundans means overflow.)
There’s some misguided folklore about “dunder pits,” wherein Jamaican distillers supposedly store dunder and occasionally toss in a goat head, dead bats, and something equally horrible. It’s not true. However, there are muck pits, which we’ll look into shortly.
Distilleries Using Dunder: Hampden, Long Pond, Clarendon, New Yarmouth.
(Cane) Acid
Acid, as used in Jamaica rum making, is essentially a crude vinegar made from cane juice. Like dunder, acid can comprise a significant percentage of a rum mash. Fun fact: many household vinegars also derive from sugarcane, but is far more pristine and sterile than the acid Jamaica’s distilleries make. As with dunder, the additional organic acid molecules in the mash boosts ester production.
How is acid made? In 1905, Charles Allan, Jamaica’s fermentation chemist, wrote:
Acid is made by fermenting rum cane juice which has been warmed in the coppers. To this juice is added dunder and sometimes a little skimmings. When fermentation is about over the fermented liquor is pumped on to cane trash in cisterns and here it gets sour. Into these cisterns sludge settling from the fermented wash is from time to time put. This acid when considered fit for use smells like sour beer.
Editorial note: coppers are the large metal pans used to boil and reduce sugar cane juice to crystalize it. Skimmings are the crust that forms on top of boiling cane juice.
Besides supplying acidity to the fermentation, the acid also contains wild yeast and bacteria that previously resided on the cane stalks, thus ensuring the fermentation uses endemic yeast from the cane fields.
To briefly recap before continuing, dunder and acid are both optional components in a rum mash. Both enhance the conditions for wild yeast to create flavorful congeners.
Distilleries Using Acid: Hampden, Long Pond, Clarendon, Worthy Park, New Yarmouth.
Muck
If wild yeast fermentation is the hero of Jamaica rum’s story, then muck is the anti-hero twin — at least in the early stages. While fermentation consumes sugar to emit alcohol and flavorful congeners, muck is a parallel process wherein bacteria putrefies the sludge that previously resided at the bottom of the fermentation and dunder settling tanks.
The sludge contains dead yeast cells and other organic matter that the bacteria consumes and converts into longer-chain organic acids, such as butyric and isobutyric acid. The aroma of such acids is described as vomit, rancid butter, and rotten cheese. Having peered down into a muck pit, I can confirm that the smell is easily among the most horrifying things I’ve ever experienced.
Why would anyone make vile-smelling muck? The short answer is that these more complex acid molecules aren’t normally present in a normal fermentation. While they smell disgusting on their own, when they combine with alcohol molecules, the result is complex esters like ethyl butyrate and propyl hexanoate. These two esters smell of pineapple and blackberry, respectively.
The full muck-making process is too complex to describe here. What’s important is that the muck eventually combines with other organic materials to create flavour. Unlike dunder or acid, the flavour doesn’t enter the story until after several weeks of fermentation. If the muck/flavour is added too early, the bacteria would negatively impact the fermentation. However, once regular fermentation is over, adding flavor injects a fresh bath of complex acid molecules that combine with alcohol molecules to make more exotic esters.
When a distillery shuts down for the season, the muck pit contents are placed in the ground near the distillery, creating a muck grave. The bacteria in the muck enters a suspended state. When the distillery restarts, the contents of the muck grave are unsuspended and used to restart the muck pit.
Muck is only used to make the highest ester marks, such as Hampden’s DOK, Long Pond’s TECC, and New Yarmouth’s NYE/WK. (For more information on the marks made by Jamaica’s distilleries, see my page, Jamaican Rum Marques Roundup.
Summary
The above barely scratches the surface of how dunder, acid, and muck are created and used. To briefly recap, dunder, acid, and muck are fermentation components that enhance the creation of flavor compounds in a rum wash. Dunder is used in several locales outside Jamaica, notably certain Haitian clairins and Guadeloupe and Reunion’s Grand Ar?me rums. But acid and muck are exclusive to Jamaica for the most part.
Dunder and acid are components of the initial rum mash before fermentation starts. Muck and flavour don’t enter the picture until after fermentation but before distillation. Of the three, muck is the most secretive, and each distillery treats its muck process as a trade secret.
Until the next newsletter!
Federico Hernández - The Rum Lab