The Present Situation of Premium Rum
Premium rum imports and sales have increased in China in recent years. This is owing to an increase in demand from young Chinese customers. Rum imports were US$3.6 million in the first half of 2017, up 57.5 percent year over year. The average price per liter is $2.86 USD.
In recent years, premium rum imports and sales have increased in China. This is owing to a rise in demand among young Chinese customers. Rum imports were US$3.6 million in the first half of 2017, up 57.5 percent year on year. The average cost per liter is $2.86 USD.
China’s Up-and-Coming Cocktail Star
Rum had a bad image in the past, not only in China but across Asia, as a cheap mixer. Many people have yet to discover premium rum, as they have with whiskey and cognac. Rum distillers must work hard to change the perception of rum as a party drink with no history or culture.
Rum can be consumed plain or on the rocks by adults. Premium rum is aged in oak barrels and has distinct aromas like vanilla and honey. The liquor, on the other hand, is a wonderful base for cocktails for younger, more experimental customers. The popularity of rum is only anticipated to grow as China’s cocktail culture develops.
Consumers in China are enamored with the nuanced flavors, which are amplified when paired with local ingredients. The Five Spice Rum Punch, for example, is a spicy, tropical drink with aromatic ingredients like star anise, fennel seed, and Sichuan peppercorns.
Premium Rum: Is It Worth the Money?
Premium rum can be pricey, but for drinkers who enjoy high-quality liquors, price isn’t an issue. It is the world’s oldest commercially manufactured liquor and is known as the “noble” spirit. In the 1650s, the first rum distillery was created in the Caribbean. Rums, like wines, are defined by their “terroirs,” or environments.
Those from Barbados, for example, include notes of orange peel and coffee, both of which are abundant on the island. Sugar cane juice, syrup, or molasses are used to make all rums. Only sugar cane juice is used in the highest-quality ones, and the plants are handled with care from harvest through extraction.
From one to thirty years are spent aging in wood casks. Rum darkens in color as it ages, absorbing the flavors and hues of the barrels. Caramel is sometimes used to keep the color consistent. From fresh fruit juices to beer and tonic, rum goes well with everything. Because it is manufactured from sugar cane rather than grains like wheat or barley, plain rum is gluten-free.
While rum has not yet achieved the same level of popularity in China as brandy and whiskey, distillers are confident about its future due to shifting customer tastes in liquor. They are confident that, with constant promotions and marketing campaigns, the Chinese would soon regard rum to be one of their favorite spirits, whether for special events or a simple night out after a long day at the office.
