India represents a perfect opportunity for the<br>Jamaican rums

Globally awarded Jamaican rums are getting introduced in the Indian market at a time when discerning rum drinkers in the country are looking for better expressions.

Jason K. M. Hall, High Commissioner, Jamaican High Commission in India, is keen on building better appreciation of Jamaican rums here and plans to host a series of events around Jamaican rum that will be geared towards generating awareness, allowing people to taste it first hand and experience the “Jamaican vibe”.

“There is also a need to present rum in a different light, taking it out of the Indian context that it is traditionally a winter drink. We intend to showcase rum in a different light leveraging our unique and inimitable culture, spreading peace, love and ‘nuff niceness’,” says the High Commissioner. The excerpts of the interview with him are given below:

Please give our readers a low down about major rum brands produced in Jamaica; their region and markets in which they are being sold.

Sugar cane was first introduced to the region by Christopher Columbus, who Jamaican discovered in 1494, lost on a beautiful Jamaica beach, thinking that he had reached India, hence the name “West Indies”. As a result of this chance encounter, Jamaica is one of the earliest commercial producers of Rum in the world, whose rums keep winning honours and awards globally.

Like most outputs from our shores, as evidenced in our music or sporting achievements, our rum is a “world beater”; superlative in excellence and like our athletes, Jamaican rums have been winning gold medals for as long as medals have been awarded.

Today there are six main distilleries in Jamaica operated by four companies; Appleton Estate operated by Campari, National Rums of Jamaica owns Long Pond and Clarendon Estates, while Everglades Farms has Hampden Estate and Worthy Park operates the Worthy Park Distillery. Protected by a GI (Geographical Indication), the production of Jamaican rum must abide by strict rules for it to be labelled as such. For example, it must be made in the territory of the limestone aquifer water basins on the island. It must also be diluted with filtered limestone water from the geographical area, which softens the profile as well as limiting production to a specific region. The wash must be fermented with saccharomyces type yeasts (both commercial yeasts or “open” natural or wild yeasts are allowed). It must be made in a copper pot or column still and most importantly, it cannot have flavours added to it.

What are the signature characteristics of Jamaican rums and how different they are from other rums produced in the region?

Jamaican rum is full-bodied in nature, with a fruity palate, a “heavenly sense and exquisite balance”, making it one of the finest on the planet. The flavour is intense, often referred to as “funky”, initially hard to conceptualize but once you taste it you never forget it.

The reason for this intensity is attributable in part to the process and fermentation techniques, and to the “terroir” which produces extraordinary flavoured sugar cane grown on that part of the island. Which features a unique topography of rich volcanic soil, and cone-like limestone hill formations that naturally filter abundant rainfall through underground water systems and caves.

In the early years, because of this unique feature, Jamaican Rum was sold to other distilleries around the Jamaican Rum was sold to other distilleries around the world and blended to their outputs to enhance their flavour. This practice continues today and is what several blends attribute their success to. It is the indomitable spirit of the Jamaican people that refines and defines our rum, imparting a unique story of triumph, passion, dedication and joy.

I should point out that Appleton Estate has the distinction of having the first woman to hold the title of Master Blender in the spirits industry-Dr. Joy Spence.

Being one of the most prominent rum producers globally, how do you view India as a market for your country’s rum brands?

India is a fairly sophisticated market with increasingly discerning consumers having an appetite for high value luxury items, as we see with single malt whiskies. In this regard, India represents a perfect opportunity for the Jamaican rums which have very similar properties to an expensive single malt whiskey, with the right element of exclusivity and with wow-factor.

We will not be competing for volume but we will certainly provide value. I can see Appleton 21 yr old and Worthy Park Single Estate Reserve easily becoming the best rums available in the Indian market.

Which Jamaican rum brands are currently available in India and how many new brands/companies want to come to the Indian market?

I have actually seen Appleton, albeit rarely, in some stores and bars around the country. Appleton is owned by the Campari Group and I am reliably informed that they have major plans for India. It is our hope that other premium brands such as Hampden Estate and Worthy Park will also find distribution here to round out the premium spirits offering from Jamaica and bring a new level of sophistication to the Indian rum market.

There is also a range of non-aged rums and white rums from Jamaica which will do very well here as well. I refer to Rumbar Overproof Rum, Wray & Nephew overproof, and the Appleton Kingston range. I am also keen to introduce some of the signature Jamaican cocktails; The Mule, Sorrel Rum Punch, Devon Duppy, Planter’s Punch and party/fete favourite (there is definitely a different vibe at a party when rum is in the mix)- rum and coconut water.

Have you tasted some Indian rums? If yes, which are your favourites?

I am a bit of a purist when it comes to rum, preferring to sip it straight rather than in a cocktail. As such I prefer aged rums. To date I have not tasted any aged Indian rums. I do however, occasionally drink white rum neat (for medicinal purposes) and in that category, I find the Segredo Aldeia White rum from Goa to have an interesting palate. Goa, is my go-to when I need a dose of Vitamin Sea. Can’t wait to see Jamaican rum in Goa, I am sure it will make the beach even sweeter.