SA’s top bar staff talks all things rum and rising trends
In case you’re only waking up to the rum movement now, it’s safe to say that everyone is talking about it. Sailor Jerry Spiced Rum, spoke to South African bartenders from top establishments to find out more about the latest trends around the age-old drink – and the findings are interesting, to say the least!
In an age of cocktail enthusiasm and craft-driven culture, rum is versatile – making it sought after by both barmen & consumers. “Rum, being a complex spirit worth sipping neat or on the rocks, is one of the world’s most versatile and up till now underappreciated spirits,” says Shaun Stemmett, Brand Manager for Sailor Jerry South Africa.
Here is what top local bartenders had to say about the rising rum trend in South Africa:
1. Tiki more popular than ever
“When speaking of rum, generally you would think Tiki style (romanticized Polynesian themed elaborate rum-based cocktails) and there has definitely been a growing interest in this type of rum,” says Melrick Harrison, bartender at Twanky Bar in Cape Town.
“In the Tiki world, you’d put a bunch of different rums together to really up the flavour. Rum’s ability to be many things has definitely not gone unnoticed.”
2. Rum is the main order of the day
It’s no coincidence that Travis Kuhn, bartender at The Perfect Serve in Cape Town, says that many people love what they are drinking but do not actually know what goes into it.
“We decided to open a rum orientated cocktail bar, and as far as we are concerned 90% of our sales are rum drinks. We’re definitely leveraging on it being the base spirit for our cocktails – and the customers are loving it.”
3. Ties that bind to the pirate
For many years rum has been associated with Caribbean pirates, ships and captains. The iconic pirate image still largely dominates the rum space, even with the current trends in rum being largely focused around innovative takes on classic cocktails.
“Pirates are often the first image that comes to mind when you mention rum, and the spirit is very much on-trend in the bar community at the moment,” says Josh Sarembock, bartender at Caprice in Cape Town.
4. Growth in locally distilled rum
The explosion in the number of breweries and distilleries has created endless choices for drink enthusiasts of all kinds. This can make deciding what to buy a difficult decision. Rum producers are looking to create niche, unique products in order to stay relevant and top-of-mind with consumers, especially as the trend continue to grow.
“While many of us may know the spirit as being typically light, dark or spiced, it actually comes in many variations based on region, materials used, ageing and blending techniques,” explains Stemmett. It’s never been easier to extract unusual flavours and infuse them into a drink, and with rum being so varied; it becomes easier to blend the spirit.
“Sailor Jerry is not as sweet as other rums; the premium brand offers more spice, and adding its spicy flavour note to cocktails makes the cocktails stand out. Not everyone is out for a sweet cocktail,” adds Kuhn.
5. Versatile ways to consume and mix
Despite the traditionally popular rum and coke mixture, there has been a rise in rum blends. “I love rum. Most rum is naturally sweeter than other spirits so you are able to use less artificial sweetener when producing cocktails if you use certain rums as a base,” says Sarembock.
“Since rum is so varied when making and creating cocktails, specific ingredients will be added to highlight the notes in the specific rum being used,” says Harrison.
6. Stands out from the crowd
Gone are the days when ice and a slice of lemon were considered the best accomplishment for your rum. Most bars are tailoring their ingredients to cater to a range of tastes and palates.
“Sailor Jerry Rum is becoming a favourite among customers because unlike most spirits, it tends not to leave a lingering scratch on the throat,” says Harrison. Le Riche Meyer, brand ambassador for Jerry’s Burger Bar adds, “Nowadays, I see rum represented in a much more sophisticated way as opposed to back in the day. A lot of restaurants, mixologists, and bartenders are experimenting with different rums and the trend is notable amongst the young, bold and brave drinkers who are familiarising themselves with artisanal rums. Also, people like to know the ingredients behind a mixture and the way it looks is what attracts them to it, thus a cocktail needs to have a personality and story behind it, and its name and presentation are just as crucial.”
7. Spices, squeezed juice, and fruit for a perfect blend
When it comes to cocktails, there are many recipes that result in a winning combination. “In my opinion, the best rum cocktail ever (and the most ordered) is the Tiki drink called the Fog Cutter – a mixture of various rum flavours, orange juice and a squeeze of lime,” says Kuhn.
Harrison, on the other hand, cited his best and top-selling rum cocktail as the Rum Old Fashioned – “there is nothing better to best express the flavours of the spirit.”