Category spotlight: Rum on a roll

Rum comprised 26 percent of the volume growth for all spirits in the past year, with flavored rums fueling 38 percent of sales growth in the rum category. These products are commonly associated with their Caribbean roots and marketed as fun, summertime beverages conducive to socializing. Southern Wine & Spirits supports the trade’s efforts to capitalize on trends in the spirits market by representing new, cutting-edge rum brands, including Captain Morgan Tattoo from Diageo Spirits and Malibu Passion Fruit from Allied Domecq Spirits.

Malibu Passion Fruit: Malibu Passion Fruit is the latest addition to the popular Malibu product line, joining Malibu coconut, mango and pineapple flavored rums. Passion fruit is one of the hottest new flavors across many food and beverage categories. Malibu Passion Fruit has a naturally exotic, guava-like, sweet/tart taste with a rich, fruity aroma. It mixes beautifully with lemon-lime soda. Malibu Passion Fruit is being marketed under Diageo’s "Seriously Easy Going" campaign that links the spirit with kicking back with friends during the summer season.

Captain Morgan Tattoo: Tattoo is crafted from fine, aged, Puerto Rican black rum blended with a combination of premium and hot spices. The result is a startling “sweet-to-heat” taste experience. Not only does Tattoo taste great straight, it’s also extremely versatile with mixers and the old standby, cola. Tattoo is marketed as “a guy thing.” Target consumers are extroverted, socially adventurous men in their mid-20s who seek out opportunities to bond with their male buddies or in mixed gender groups after work, at happy hour or on weekends.

To purchase Malibu Passion Fruit and Captain Morgan Tattoo, please contact your SWS sales representative or visit SouthernWineOnline.com (customer registration required).

Supplier spotlight: Cruzan rums and distilled fruit spirits

Founded in 1760 on the island of St. Croix, U.S. Virgin Islands, the Cruzan Distillery is renowned for its award-winning, ultra premium rums. Rather than rest on its laurels, Cruzan is on the move, with double-digit sales growth for three years running – 26 percent from 2003 to 2004. The keys to Cruzan’s success are a commitment to quality and a great marketing program targeting younger consumers. To this end, Cruzan sponsors Country Music Entertainer of the Year Kenny Chesney and has launched the Shakka brand of distilled fruit spirits.

Rum tasting notes

Cruzan Estate Diamond 5-Year: Triple-distilled and made from a blend of rums aged 5 to 10 years in charred oak bourbon barrels for a fuller flavor.

Cruzan Black Strap – Navy Tradition: A full-bodied blend of 5- to 8-year-old rums with notes of maple syrup and coffee. Dark and flavorful, this sipping rum is perfect for topping drinks like Mai Tais.

Cruzan Single-Barrel: Winner of the Double Gold and Best in Category awards at the 2000 San Francisco World Spirits Competition. A blend of mostly 12-year-old rums. The taste is reminiscent of a fine, aged bourbon.

Cruzan Single-Barrel: Winner of the Double Gold and Best in Category awards at the 2000 San Francisco World Spirits Competition. A blend of mostly 12-year-old rums. The taste is reminiscent of a fine, aged bourbon.

Where quality meets value

Conch Republic: Cruzan's Conch Republic brand capitalizes on the story of renegade Key Westers, unofficially known as “Conchs,” who attempted to secede from the Union in 1982. Designed for the on-premise market, Conch Republic is perfect for value-oriented wells and is available in dark and light varieties made from a blend of rums aged up to two years.

Something different

Shakka: Designed for the martini- and shooters-loving drinker, Shakka is the distilled essence of ripened fruit. The 30-proof, vodka-based premium spirit is available in natural kiwi, Macintosh apple, and grape flavors. Named for the Hawaiian expression that means “take it easy,” Shakka tastes great however it's served – straight up or as a flavoring agent for tropical-style cocktails, including flavored daiquiris, martini's, mojitos, margaritas, and coladas. Taste for yourself!

Hawaiian Lemonade

• 1 1/2oz. Shakka Kiwi
• 1/2 oz. Cruzan mango rum
• 3 oz. of Lemonade over ice

Grape Crush

• 1 1/4 Shakka Grape
• 3/4 Cruzan Pineapple rum
• 2 oz. of Sprite or Rock Star Energy Drink over ice chunks

To purchase these and other Cruzan products, please contact your Southern Wine & Spirits sales representative. These products may also be ordered on the Web at SouthernWineOnline.com.