Rum is certainly altering its reputation as a rough pirate’s drink. Now, it is taking over drinks menus from Shanghai to San Francisco and it is even tempting the most of fanatical after-dinner Whiskey and Cognac drinkers to make it their digestif of choice.
Indeed, this transformation forms part of the wider cocktail revolution that’s emerging across the globe. Some reports suggest that there has been a 400% increase in cocktail sales over the past five years alone. With nearly 80% of consumers admitting they would pay more for a premium cocktail with high-quality ingredients.
Zacapa may well be one of those ingredients. A luxury Rum crafted from the finest virgin sugar cane, it is a drink making waves across the bartending world and further afield. A product of the misty Guatemalan highlands, Zacapa has garnered something of a cult following in recent years. Since the brand was purchased by Diageo, it has seen an upturn in sales and distribution, helped in part by the very Rum revolution it helped to create in the first place.
There have been reports suggesting that the Gin and Whiskey fads have passed and it’s now time for Rum to take the lead. Adored by consumers and bartenders worldwide, Rum is becoming a spirit to create cocktails for all palettes.
The final of the World Class Bartender of the Year, hosted this year in Mexico City, was the setting for a tense showdown between some of the world’s leading mixologists. This international summit brought together the world’s best bartenders as well as the industry’s leading experts to showcase and predict future trends in mixology.
Sharing some of the secrets behind the success of the world’s leading luxury Rum was Lorena Vasquez, Zacapa’s Master Blender: “We’re seeing more bartenders recommending to enjoy Rum in the same way as Whiskey and Cognac – straight up – which is introducing this incredible liquid to people all around the world. Zacapa really is the most exquisite luxury tasting Rum, especially when served neat, however, its distinctive depth of flavor, rich aroma and versatility also make it perfect for cocktails.”
“Today people expect more from their drinks, drinks that tell a story and create experiences. At Zacapa, we do just that and for us, there’s no greater luxury experience than time. Time is one of our most important ingredients, time to not just possess life but appreciate it.”
“We focus on it through every stage of crafting Zacapa. From taking the time to select the finest virgin sugar cane, to our unique maturing process, to the hand crafting of a Mayan ‘petate’ band for each bottle. Time is integral in every part of the journey. It’s just as important that everyone takes time to savor that little moment of luxury as they enjoy each sip. It’s a philosophy we like to call The Art of Slow and it’s a philosophy that appears to be working.”
And it’s not just at the bar that Rum is winning but at the dinner table too. More of us than ever are switching to Rum for an after-dinner moment of luxury indulgence.
Montserrat De Rojas, Global Marketing Director at Zacapa, said: “Zacapa not only lends itself to cocktails, it’s challenging and taking the place of traditional post dinner spirits such as Cognac and Whiskey as an alternative digestif. With recommendations from esteemed chefs, its rich and warming flavor makes it the perfect Rum to sip and savor among friends after enjoying a meal.”