Ron Abuelo was a rum pioneer in barrel finishes. Its Ron Abuelo Finish Collection is a 14-year-old rum matured for an Excess year in different barrels: Oloroso Sherry Casks, Tawny Port Casks and Napoleon Cognac Casks.

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 Tie finishes show the versatility of rum past white, gold, flavors and spiced, March says. The Most Recent entry in Serralles' Signature Series is Don Q Dual Aged Vermouth Cask Finish Rum. It's a combination of rare rums aged between 8 and 5 years in American white oak casks, and then rested for 4-6 months in Mancino Vermouth Vecchio barrels. "It is best served neat or on the stones, but I love it in a Manhattan," Eason says. Goslings, also, is working together with barrel endings. "With current line extensions, we have developed proprietary approaches to complete the aging process, by simply using many different barrels and/or barrels that we've treated to impart our own distinctive'Goslings' personality from the final product," the CEO says. The most recent is Goslings Gold Seal, where among the rums in the blend is aged in once-used bourbon barrels.

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Other approaches also borrow out of whiskey. By Way of Example, Don Q Provides a Single Barrel Signature Release, together with the age of this batch indicated on the label. This approach has proved popular with whiskey fans. And, Eason notes"In comparison to the prices of bourbon, whiskey and Cognac, aged mm has enormous value." Later this year, Goslings will also release a limited quantity of a single-barrel mm.

For many mm Businesses, spiced and flavored mms have been Performing well. Several new versions surfaced lately and other companies are revamping their taste portfolios. "The times of-off-the-wall tastes are over; it's back to basics," says Venhoff brand director for Admiral Nelson's Premium Spiced Rum and Blackheart, a black spiced mm. "This dials down to conventional mm flavors-pineapple and coconut-which is where brands are winning" After testing nicely in select markets, Admiral Nelson's Pineapple is now rolling out nationwide this April.

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 "It's an easy introduction to the mm category," Venhoff notes. All in all, the brand is up 3% on a large base, she says, also Blackheart is up 10%. "We discovered that consumers were swallowing shots more often, and believed that was a great opportunity for Captain Morgan," says vice president Linda Bethea. The brand started adding permanent shot offerings in 2015--initially with Cannon Blast, then the seasonal Jack-O Blast, then Loco-Nut last spring.

The brand new is Watermelon Smash, positioned as a limited-time Offering for spring and summer. "It's innovative not simply from liquid perspective, but in its packaging as well," Bethea says. The bottle designed to look like a chubby and succulent watermelon, and a scratch and sniff covering gives a melon fragrance. "There has been a shift in customer behavior that has led to an increased demand for'back-to-basics' tastes within the mm class," says Daniel R. Clarke, manufacturer director USA for Malibu Rum. With this in mind, Malibu has a renewed focus on signature taste offerings, such as Malibu Original (Coconut), Malibu Pineapple, Malibu Banana, Malibu Mango, Malibu Passion Fruit. The newest offering is Malibu Lime, established in February. "Lime is the most popular fruit paired with mm, the brand capitalized on this," Clarke adds. Promotional and advertising and marketing campaigns intention to entice customers into stores. Sailor Jerry is focusing marketing to reflect its Navy legacy and Made in America tag. Instead of promoting spring break, the newest will celebrate Fleet Week, also has teamed with USAA to sponsor music festivals on military bases-with sampling opportunities, needless to say. Sailor Jerry has also partnered with the other iconic American manufacturer, Harley Davidson (Norman Collins rode a Harley) and the two will be present this year at the Sturgis Rally and SXSW.

Malibu Lime started with a national 360 strategy, supported By a blend of advertising, promotions and marketing. Together with the motto "Only in Lime for the Summer," Malibu Lime created advertisements Showcasing the new taste. Away - and on-premise sampling kits comprise Mojito Recipe connectors, recipe cards, counter cards, wooden Mojito muddlers, sampling Cups, straws, stainless steel lime juicers, table tents and acrylic tumblers with straws.