TTB Announces Social Media Rules for Advertising

     It seems that the TTB (Alcohol and Tobacco Tax and Trade Bureau) have come to the realization that there has been a shift in advertising of distilled spirits.  The power and numbers of the social media has grown to the point that if you aren’t doing something there you are missing out on much of your sales potential.

  According to the TTB, a social network service is a service, platform, or site where users communicate with one another and share media, such as pictures, videos, music, and blogs, with other users.  Many industry members have created pages on social network services for their company and/or a particular brand.  These are sometimes referred to as “fan pages” or “pages,” and users of the social network service can become “fans” of the company or brand, creating a link between their own page and the fan page.  The purpose of fan pages is to increase brand awareness and loyalty by allowing industry members to communicate with consumers in an interactive manner.  TTB considers fan pages for alcohol beverage products or companies and any content regarding alcohol beverage products posted to the pages by the industry member to fall under the category of “any other media” in TTB’s regulatory definition of advertisement, and therefore the fan pages are subject to the provisions of the FAA Act and TTB regulations.

     The TTB considers industry member fan pages for alcohol beverages to be advertisements, all mandatory statements required by the must be included on them.  TTB views the entire fan page as one advertisement, so mandatory statements need only appear once on the fan page, either on the “home” page or on any sub or tabbed pages directly associated with the “home” page.  The regulations require that mandatory statements on alcohol beverage advertisements be: conspicuous and readily legible; clearly a part of the advertisement; and  readily apparent to the persons viewing the advertisement.  Thus, mandatory statements may not be hidden or buried in an obscure location on the fan page. 

Read More at http://www.ttb.gov/advertising/alcohol-beverage.shtml

Prohibited Practices

 What an advertisement of distilled spirits shall not contain:

(1) Any statement that is false or untrue in any material particular, or that, irrespective of falsity, directly, or by ambiguity, omission, or inference, or by the addition of irrelevant, scientific or technical matter tends to create a misleading impression.

(2) Any statement that is disparaging of a competitor's product.

(3) Any statement, design, device, or representation which is obscene or indecent.

(4) Any statement, design, device, or representation of or relating to analyses, standards or tests, irrespective of falsity, which the appropriate TTB officer finds to be likely to mislead the consumer.

(5) Any statement, design, device, or representation of or relating to any guarantee, irrespective of falsity, which the appropriate TTB officer finds to be likely to mislead the consumer. Money-back guarantees are not prohibited.

(6) Any statement that the distilled spirits are distilled, blended, made, bottled, or sold under or in accordance with any municipal, State, Federal, or foreign authorization, law, or regulation, unless such statement appears in the manner authorized by labels of distilled spirits. If a municipal, State or Federal permit number is stated, such permit number shall not be accompanied by any additional statement relating thereto.

(7) The words “bond”, “bonded”, “bottled in bond”, “aged in bond”, or phrases containing these or synonymous terms, unless such words or phrases appear, on labels of the distilled spirits advertised, and are stated in the advertisement in the manner and form in which they are permitted to appear on the label.

See the Complete List at https://www.law.cornell.edu/cfr/text/27/5.65

Pirates "Tasting " Rum on a Secret Island

     I'm finding that "The Rat Key Rum Taster's Association" meetings on Monday afternoon have been very good for all of us involved.  There seems to be a growing group of people in the Key West area that really enjoy rum and like to share some unusual examples.   This is a just for fun group that is growing by the week with the only rule is you have to enjoy rum.  The numbers of people stopping by has grown each week.

     We got a chance to try some unusual rums this week including a 1 year old expression from Panama and a new very young sample of what is to come out of Fwaygo.  The 1 year was right out of the barrel and at about 130 plus proof, but like so many other overproof expressions that are barrel aged the flavor was excellent and uncannily smooth.  The new Fwaygo  also in an overproof state was surprisingly smooth and had already started to pick up some woody flavor that really was enticing.  This has some real possibility at the completion of the aging process and cut to bottle proof.

     We shared some very nice rums from Martinique, Barbados, Dominica, and Trinidad on this day as well.  These all took us back to trips we have made to the distilleries and the people that are behind the making of so many expressions of the spirits of the sugarcane that we all enjoy so much,

     The starting of a rum tasting club was a good idea and the atmosphere of a small uninhabited key just off of Key West is the perfect place to gather and enjoy the spirits in their true domain.   A pirates dream of a island and sipping rather than guzzling rum, but the idea is there and the atmosphere is all there and the imagination does the rest.  ;)

Havana Club 15 Year

   
     Havana Club 15 Year old is a very unique member of the Havana Club family.  It is produced in
the former Bacardi Factory in Santiago de Cuba.   This is one of the finest tasting rums in the collection.  When I visited the "Museo de Ron" in Santiago de Cuba, I very surprised when I found it was no produced in Cardena or Santa Cruz.  

     Because all of the rum are produced by the government of Cuba, it is not surprising to find out that it was produced there.  Some of Cubas best rums, Santiago de Cuba 12 and 25 year old come out of the rum factory in Santiago de Cuba.  

   

      The Mahogany color is beautiful, like a fine finished table.   The rum possesses long legs that just seem endless.   .  The aroma hits you immediately, giving off notes of sweetness and light touches of leather and oak.   The complexity and lure of the aroma, you just can’t wait for that initial taste.    There is an initial sweetness balanced the spice and fruit of this medium bodied expression.    The finish is long and it lingering just long enough.   I found this rum to have the appeal that kept your nose in the glass and your palate ready for that next taste.

     I found some similarities to the 12 year Santiago de Cuba, but it was a definite stand alone expression really different from other Havana Club rums.   Given the opportunity to try this rum, don't miss it.

Women Recommend Bacardi Rum Most Often in the United States

Women have chosen Bacardi Limited’s namesake rum brand among the “most recommended” spirits brands in the US.

     The 2015 Women’s Choice Awards has named a number of Bacardi products among the “most recommended” in America.   Consumer advocacy firm Women Certified named the brand as “America’s Most Recommended” rum, at the 2015 Women’s Choice Awards, based on a national survey of thousands of women across the US.   “The Women’s Choice Award’s mission is to identify which brands are most recommended by women,” said Delia Passi, CEO and founder of the awards.   

     “By carrying the Women’s Choice Award seal, the iconic brand of Bacardi, signify its commitment to empower women to make smart buying choices.   “When a woman is willing to recommend a brand or service to others, it means that business or brand has earned her loyalty. Those are the businesses and brands we wish to recognize for their efforts and commitment to the number one consumer – women.”   According to the 2015 Marketing to Women Conference, research shows that women are more likely to purchase a product if they have a recommendation from their family, friends or peers.   Women also make over 85% of consumer purchases in the US, according to research.

     “It’s truly an honor to have Bacardi Rum selected as the go-to rum beverage choices for consumption and entertaining by women all over the United States,” said Pete Carr, regional president for Bacardi in North America.

     “These recommended ratings take trust to a whole new level from some of the most discerning US consumers – women.”

Read More at  http://www.thespiritsbusiness.com/2015/09/women-recommend-bacardi-spirits-most-often/

     This is very important for Bacardi, they have spent a lot of time and money to have women be more aware of their products.  Their efforts are apparently working for them.   ;o)

The Rum Category is Set for Growth Over Next Three Years

   Rum has struggled against numerous challenges in the US and Europe over the past five years, but the category now has the opportunity to “regain its footing”.

    Having been around the rum industry for the past several years, I feel like this is something that has been afoot and just beginning to show its head in the premium and ultra-premium expressions that have been so badly needed by the category.

     Analysts predict that rum will return to growth in Europe and the United States following five years of decline.    According to Rabobank’s Spirits Quarterly Q4 2015report, European rum consumption declined from 175.5 million liters in 2009 to 174 million liters in 2014, while the category has been underperforming compared to the broader spirits market in the United States since 2009.  In Europe, the rum category’s decline has been predominantly attributed to rapidly falling volumes in Spain, where sales dropped 13 million liters during the period.

     Rabobank analysts believe that this is largely due to Spanish Millennials drinking less, since they are part of the demographic most impacted by the recession. However, when these consumers do drink alcohol, they are increasingly favoring shot formats.   Rum still suffers from a lack of “premium positioning” in Spain and maintains an image as a “party drink”.   However, Rabobank reports that suppliers are witnessing a “notable improvement” in Spanish consumer spending as super-premium brands become more popular in the market.

   “Assuming a slowdown in rum’s rate of decline in Spain, and ongoing growth in major markets such as France and Germany, we expect Western European rum sales to turn positive within three years,”

     In the US, rum is losing market share to both vodka and American whiskey and due its reputation as a “mixing spirit”, has also been knocked by a slowdown in the soft drinks market.  In 2014, US per capita consumption of soft drinks fell to levels not seen since 1986.  However, Rabobank argues that the US could receive a boost from the growing popularity of dark super-premium rums that can be consumed neat or on the rocks.  

     The restoration of diplomatic relations in the US and talk of lifting a long-held trade embargo between the two nations has the potential to “breathe new life” into the US rum market, but it is “premature” for producers to raise their hopes.   Furthermore, the report states that even if the trade embargo is lifted, Cuban rum producers will battle against those in Puerto Rico and the US Virgin Island, which benefit from subsidies.

     If US Congress decides to lift the embargo, Pernod Ricard could import its Havana Club rum into the US under the Havanista label. The group is unable to launch the rum under the Havana Club label in the US as the trademark is owned by Bermuda-based firm Bacardi, whose rum is produced in Puerto Rico. 

Read More at https://far.rabobank.com/en/sectors/beverages/spirits-quarterly-q4-2015.html?utm_medium=Email&utm_source=Rabo|FAMM&utm_content=Button|Download-on-the-website-B&utm_campaign=Spirits-Q-September-2015-B

utm_medium=Email&utm_source=Rabo|FAMM&utm_content=Button|Download-on-the-website-B&utm_campaign=Spirits-Q-September-2015-B

     I feel like the rum industry is moving in the right direction with more emphasis on the premium and the ultra-premium expressions.  Gathering the volumes of aged rum  necessary to introduce these much needed expressions.   Most of us that hang out around the rum category prefer the premium sipping rums.    I feel that with some time, this portion of the category will move it back into the main stream of the spirits world.   I feel like the days of artificially flavored and contrived young rums trying to pass themselves off as premium rum is rapidly slipping into the back ground of the cat

On the Beach at Bahia Honda State Park

    Another beautiful day at Bahia Honda State Park, Hot and sunny, perfectfor boating and hanging out at the beach.  The tide is in and the colors of the water are fantastic as it covers the sandbar just off of the beach,   Viewing down the beach of across to the little island just off of the beach the colors of the water are straight off of an artist palate.   ;o)

Denizen Merchant's Reserve Rum

     Denizen Rums are blended with rum from the Caribbean that have been selected by their master blenders in Amsterdam.  Handcrafting small-batch Caribbean style rums as far back as the early 1700s, a time when Netherlands colonized much of the Caribbean.

     Denizen Merchant's Reserve is a very pleasant experience.  Introduced to us at The Rat Key Rum Tasters Association last Monday, I felt that it was worthy of an article of its own.   The rum is a blend of rums from the Worthy Park Distillery in Jamaica and the Le Galion Distillery in Martinique.  It has a very fruity aroma with some wood present.   There is a funkiness to the expression that I find very wonderful on the palate and it fades to a lingering dry warm finish that is very satisfying.  The fruity flavor along with the wood carries over throughout the whole experience. 

     "One of the reasons they chose to include the molasses based rhum grande arome in the blend and not the more traditional rhum agricole from Martinique is because when they checked in with rum cocktail historians during the development process – they were told that Trader Vic likely blended this type of rum from Martinique with the 17 year Wray and Nephew in his original Mai Tai formula because it was cheapest rum available from Martinique at the time.   Having learned this, they tried to come up with a historically accurate classic amber rum that is unapologetically funky and would have made Trader Vic proud. The fact that it has been aged 8 years also makes it a fine sipping rum despite it being slightly higher proof at 43% ABV."

     Between the historical reasoning for what they have blended and the flavor this is one of those rums that will leave a lasting impression with you when you get the opportunity to try it.  ;o)

Sandcastle / Soggy Dollar: Tina's Retirement Party

For all of you who have ever visited the Soggy Dollar or Sandcastle, know the work and caring that has made this place so special.  If you are going to be in the area in October you should make an effort to attend this event.  Tina has put in so very much effort and passion into making the place a special one and every one our visits unforgettable.  Thanks for the memories.  "Greetings from Jerry and Tish and Sandcastle and Soggy Dollar." Many of you may already know, but after 16 years we are officially announcing the retirement of Martina (Tina) Chinnery , our General Manager, as of August 31, 2015. There really aren't sufficient words to express the gratitude we feel for all the hard work and love Tina has demonstrated in her time here. Her genuine hospitality, expert leadership and fierce determination have propelled Sandcastle/Soggy Dollar to a place we could only have imagined. The Sandcastle/Soggy Dollar Staff will be celebrating Tina's Retirement at an Octoberfest party on Tuesday, October 13 to show our gratitude for all she has contributed over the last 16 years to make Sandcastle and Soggy Dollar  an unforgettable and special place. If you would like to send a note of congratulations or share a story for Tina, we will  be collecting them to present to her at the party. Please send your email to Tish at Tishoconn@gmail.com or mail USPS Priority your sharing to: Tish OConnell 5000  Estate Enighed PMB 505 St John , VI 00830 We look forward to seeing you soon on White Bay and thank you for all your continued support. Fondly,  Jerry and Tish

A New Group of Rat Key Rum Tastings

     Monday was another meeting of "The Rat Key Rum Tasting Association", sharing some very rare Isla de Cana, Denizen's Merchant Reserve, Pilar solera barrel proofs, The Real McCoy 12 Year, and Ron Roble Ultra Anejo.  All of these were exceptional expressions that made this the best tasting yet.  These for the most part were expressions that most rum tasters rarely get to try and we had all of them there at the same time.
Don Pancho's never distributed

     Something that I need to emphasize, the are a group that truly enjoy fine rums and we are not a group of "pirates" throwing back swill until we are stumbling drunk.   We each have tasting glasses and share small amounts that we can taste and enjoy.  We are here to share the fine rum collections that we have with like minded aficionados of the rums.

     We asked each other what the favorite was, and it was very hard to decide, I used my "trademark" answer, the on I had in my hand at that time.  All of these were very special and the story behind them was just as interesting as the rums themselves. The pleasure of sharing these among people that can really appreciate them is just one of life's great experiences.   We are very lucky down here in keys to have so many truly talented rum people that can gather on a regular basis to just enjoy the fine rums this world has to offer.

     With the days getting shorter and shorter, we had our last rum at sunset and a spectacular one it was Monday night.  The really good news is Monday we convene again to repeat the process of sharing friendship and fine rum at the meeting grounds on Rat Key.

Time to Visit the Riviera by Daiquiri

Here is an idea for a daiquiri with a little touch of the Mediterranean.   I feel like the Campari balanced by the Limoncello and the Dry Curacao will make for a well balanced and flavorful cocktail for these fall afternoons on the patio or aft deck of the boat.  Daiquiri's to me are some of the most refreshing and flavorful of the cocktails.  Give this one a try, I feel like you will really enjoy it.

Riviera Daiquiri

·         1 1/2 oz. Brugal Extra Dry Blanco

·         1/2 oz. Ferrand Dry Curacao

·         1/4 oz. Limoncello

·         1/4 oz. Campari

·         1/2 oz. Fresh Lemon Juice

·         3 or 4 Thin Strips of Lemon Zest (for Garnish)

Preparation: In a cocktail shaker, combine all of the ingredients and shake well until chilled. Strain the drink into a chilled cocktail glass and garnish with the lemon zest.

Visiting the Inner the City of Havana

     The City of Havana, Cuba is a city of many faces.  It is a city of people, history and diversity of

Entrance to the Harbor

structures.   From the entry of the Havana Harbor to it inner city this city has your eyes in a state of constant scanning.  I stayed in Old Havana where the historic buildings are everywhere, where you case see the history from the remnants of the old wall that once protected the city.

Presidential Palace

     As I drive around the city you see many memorials to their heroes and wonderful architecture that goes back several centuries.  I see government buildings and buildings that were built by industry of the country.   From the top of the Bacardi Building in Old Havana or the Inglaterra Hotel, you have magnificent views of this wonderful old town.

     Among the historic bars, restaurants, hotels

The Old Wall that once surrounded the city

and governmental buildings there are millions of the most wonderfully friendly and fun people anywhere.   A city of historic buildings is a very cold ghost town without its people.  Havana is no exception, the people of Havana are very warm and giving, and they are there to help when needed and seem to enjoy the interactions with the tourists and especially the Americans that have come to see.

Jose Marti Memorial

El Capitolio

    With the warming relations between Cuba and the United States happening, it is time for the American people to get to learn and understand that the politics of Cuba and the warmth of its people are very different.  My visits there have left me with very warm feelings about the country and a place where I can safely wander and explore all of the fun places and sights freely.  This is a place that you need to put into your bucket list and be sure to follow up with soon as you can.  ;o)

A Caribbean Storm out of California

     My Friend Pete Cowper from California sent me this cocktail recipe that he was given by his friend Debi Stalder out of Simi Valley. Her husband Bill is one of my high school classmates. Debi's father Biff Adams was Merle Haggard’s drummer for 45 years. They are classic Corvette people who have a ’57 Fuel injected Corvette painted light blue with white coves.   They drive it all over the country with the original factory fuel injection still on it.

     This is an interesting cocktail that has a real fruity feel to it, but hidden below all of that flavor is a real potent kick.   It truly has earned the name "Storm", because it has the potential to just blow you away.

THE CARIBBEAN STORM

Pink Layer:
1/2 oz. Cruzan Pineapple Rum
1/2 oz. Brinly’s Gold Mango Rum
1/2 oz. Cruzan Banana Rum
1 oz. Melon Liqueur

1 oz. Lemonade

Purple Layer:
1 oz. Blue Curacao
1/2 oz. Wray & Nephew Overproof
2 oz. Lemon Lime Soda

Late Summer at Bahia Honda

     The water, the land and the Sky around Bahia Honda always provide a wonderful vista in the late afternoon.  It has been quite a while since I have worked in black and white, but it definitely lends some wonderful and exciting effects.

Captain Morgan is Taking Aim at the Shot Market with Cannon Blast

     Captain Morgan Cannon Blast is described as an “intensely delicious shot”.   Cannon Blast is a mix of Caribbean rum, natural flavors and a “bold spice blend” of citrus, chipotle and jalapeño pepper.   Bottled in an exciting new bottle has an abv of 35%, giving a perfect balance of flavor and potency for that unique shot.   Michael Ward, global head of innovation at Diageo, said: “Consumers are making more choices around mixers, and shots have really changed in the US. They used to be something for guys to show they are guys, but now men and women do them together.

     “For a brand like Captain Morgan that’s about nights out, Cannon Blast is a really fun, high energy drink that we are having a lot of fun with. It demonstrates how innovations can solve consumer needs that the base brand cannot fulfill.”

Read More at http://www.thespiritsbusiness.com/2015/09/captain-morgan-targets-shooters-with-cannon-blast/?article-source=newsletter&source=506&date=2015-09-03

     I’ll be interested in what effect this will have on the “shot market” against the likes of Fireball and other more traditional shots like Jagermeister.

From Santa Cruz Rum to Cruzan Rum

     A friend of mine set me a note the other day asking if I had ever heard of "Santa Cruz Rum"?  That is all I needed to start investigating.   It seems that it first made appearances in the mid 1800's.   It was produced by the Hermon Hill Distillery in Christiansted, and eventually became part of the Suntory Beam Corporation and Cruzan Rums today.

     During the mid to late 1930’s St. Croix Sugar Cane Industries, Inc. was formed for the purpose of distributing St. Croix rum in the United States.  The corporation even issued stock certificates at varying times up to and including the early 1940’s.   While records and documents are insufficient to determine the exact date of the origin of St. Croix Sugar Cane Industries, Inc. as a corporation, the available records all point to it starting in the second half of the 1930’s, and initially to have been comprised of two separate rum companies, namely, The Diamond Rum Company at Estate Diamond in Frederiksted, and, Santa Cruz Distillers at Hermon Hill Distillery in Christiansted.  Initially, a large building in the town of Christiansted was used as the distribution center for St. Croix Sugar Cane Industries, Inc., and therefore, at times, in the first decade  “ Christiansted” was used in the the address of St. Croix Sugar Cane Industries, Inc., whether it was distributing rum from Diamond Distillery, or, from Hermon Hill Distillery.

     Although some of the investors of The Diamond Rum Company were also investors in Santa Cruz Distillers, the two distilleries were marketed under separate labels, respectively, Cruzan Rum, and, Santa Cruz Rum. Early documents give evidence to the importance that was placed on advertising Cruzan Rum as a unique brand name from its earliest days.  In 1936, there was a  Copyright Registration  of the distinctive Cruzan Rum label (“Design consisting of barrel with two men against background of tropical scenery”)  issued to St. Croix Sugar Cane Industries Sales Corp of Portland, Oregon.

     The question came up because he saw Santa Cruz Rum  in some old Civil War era cocktails.  
Below are a couple of those cocktails from that era.

Santa Cruz Rum Daisy 

• 3 or 4 Dashes Simple Syrup
• 2 or 3 Dashes Maraschino Liqueur or Curacao
• The Juice of 1/2 Small Lemon or Lime
• 1 Wineglass Santa Cruz Rum

Fill glass 1/3 full of shaved ice. Shake thoroughly, strain into a large cocktail glass, and fill up with Club Soda or  Seltzer Water.

Knickerbocker

• ¹/₂ Lime or Lemon, squeeze out the juice, and put rind and juice in the shaker
• 2 Tsp.  Raspberry Syrup
• 1 wine-glass Santa Cruz Rum
• ¹/₂ Tsp.  Curaçao

(Cool with shaved ice; shake up well, and ornament with berries in season. If this is not sweet enough, put in a little more raspberry syrup.

     It is amazing to me how we can dig up old recipes and find they have direct connections to modern day rum production.  ;o)

     

Want to Avoid a Hangover? Don't Drink Too Much !!!

     I ran across an amazing article about how to prevent hangovers.  Don't drink so much.   This never ceases to amaze me what the governments of this world can spend research on, then come up with such obvious findings.

     The only way to prevent a hangover is to drink less alcohol - drinking water or eating won't help you avoid the pain.   People who claim to be immune to hangovers are just kidding themselves, as there is no way to avoid the nausea and pounding headache, scientists have concluded.   Although one quarter of people claim to be able to consume alcohol without consequences, researchers have found they are probably just not drinking enough for it to have an impact.   Likewise people who claim water and eating help stave off that energy-sapping morning after feeling, it is likely that they did not drink as much as they thought.

     To find out whether some people really were immune to a hangover, scientists in the Netherlands and Canada monitored the drinking habits of more than 1,600 Dutch and Canadian students.   The researchers calculated the estimated Blood Alcohol Concentration in those who experienced hangovers and those who didn't. They found that four-fifths of those who claimed not to experience hangovers had an estimated blood alcohol level of less than 0.10 per cent - the equivalent of about two large glasses of wine.

     Lead author Dr Joris Verster, of Utrecht University, the Netherlands said: "In general, we found a pretty straight relationship; the more you drink, the more likely you are to get a hangover.   "The majority of those who in fact reported never having a hangover tended to drink less, perhaps less than they themselves thought would lead to a hangover".   The researchers also looked at whether eating or drinking water directly after drinking alcohol made you less likely to experience a hangover.

You can read more at http://www.telegraph.co.uk/news/science/science-news/11831096/Want-to-avoid-a-hangover-Dont-drink-too-much-scientists-conclude.html