The Far East Rum Diary - Le Journal du Rhum d'Extrême-Orient
Issue # 16 - December 2014 - Web Edition
The Far East Rum Diary (TFERD) is a collection of "rum worthy" news and events taking in place in Asia and beyond written by Philippe K.A. Buchle, Rhum Ambassador based in Hong Kong.
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MAKE YOUR
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RARE RUMS
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COMING
IN 2015 |
Miami Rum Festival
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UK RumFest
Paris Rhum Fest.
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We had another pretty intense year on the rum front. With more new products than we could possibly write about and more celebrations of the King of Spirits around the world than ever before. This trend will continue in the years to come thanks to the dedication of distillers, master blenders, rum ambassadors and last but not least a growing number of afficionados.
Thanks to our collective efforts, the general public is discovering that in rum you will find the most versatile and the most affordable refined spirits of all. Rum remains the most versatile spirit with vodka being a distant second. Also, rum offers far more value for money than whiskey and brandy.
We missed quite a lot though, in Europe, the UK, Berlin and Paris Rum Festivals and the Madrid International Rum Conference, in USA the Miami Rum Renaissance Festival and I would have liked to see the 1st ever MidWest Rum Festival taking place in Louisville Kentucky. It would have been interesting to see a festival taking place in the West Indies like in Barbados or perhaps the first ever Haiti Rum Festival. We could have completed this with nothing less than a Rum Cruise. Let's just say that we were there in spirit (pun intended).
Thanks to our collective efforts, the general public is discovering that in rum you will find the most versatile and the most affordable refined spirits of all. Rum remains the most versatile spirit with vodka being a distant second. Also, rum offers far more value for money than whiskey and brandy.
We missed quite a lot though, in Europe, the UK, Berlin and Paris Rum Festivals and the Madrid International Rum Conference, in USA the Miami Rum Renaissance Festival and I would have liked to see the 1st ever MidWest Rum Festival taking place in Louisville Kentucky. It would have been interesting to see a festival taking place in the West Indies like in Barbados or perhaps the first ever Haiti Rum Festival. We could have completed this with nothing less than a Rum Cruise. Let's just say that we were there in spirit (pun intended).
 Jean-Baptiste Labat.
Not only that, the Far East Rum Diary as been late a few times and we had to cut the number of issues due to priorities and lack of resources. We shall address this in the weeks to come.
Despite our best efforts, we noticed that Rhum (French style rum as opposed to Spanish Ron and English rum) is still mostly unknown in Greater China and Asia. The general public is quite familiar with French wine and major brands of Cognac and in contrast often oblivious to the tremendous work done by the rum distillers not only in Overseas French Departments like Martinique, Guadeloupe and Reunion but also in less obvious places including former colonies like Mauritius or Haiti. I am often asked if there is such a thing as French rum or if it is new. To the later I often answer yes, as new as 1694 (in reference to Jean-Baptiste Labat distillation method), and to the former I sometimes answer with a question: "You've seen sugarcane fields in England?" |
Sugarcane field in England?
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Some efforts are being made to enhance the visibility and global recognition of Rhum in and beyond Europe. In France, the Concours General Agricole, despite a somehow limited visibility, has been awarding rums from France and the French Overseas Departments for years. More recently, the Paris Rhum Fest (formally known as Rhum Fair) has allowed visitors to sample numerous Rhums, rones (Spanish Rums) and other rums. Major rum events like those held in London, Berlin, Madrid or Miami have given opportunities to a few Rhum distillers to present their products not only in the hexagon (mainland France) but also in Europe, North America and Asia.
Beyond that they are very few initiatives. The Rhum AOC Martinique label is one of them. The Haiti Rum Festival is another one. Mauritius distillers with the support of Enterprise Mauritius are perhaps the most vibrant defenders of Rhum. This year they held their Rum Festival twice, once in Europe and once in Mauritius. Distillers like Chamarel and Grays have made significant efforts to grow their respective brands in Asia. Others like Medine (maker of Penny BLue XO and Pink Pigeon) and subsidiary I.D.M. (maker of Flamboyant and Starr Africa) already have a global presence.
Beyond that they are very few initiatives. The Rhum AOC Martinique label is one of them. The Haiti Rum Festival is another one. Mauritius distillers with the support of Enterprise Mauritius are perhaps the most vibrant defenders of Rhum. This year they held their Rum Festival twice, once in Europe and once in Mauritius. Distillers like Chamarel and Grays have made significant efforts to grow their respective brands in Asia. Others like Medine (maker of Penny BLue XO and Pink Pigeon) and subsidiary I.D.M. (maker of Flamboyant and Starr Africa) already have a global presence.
Chamarel single barrel 2008 ultimate.
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New Grove Solera 25 years by Grays.
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Starr Africa by I.D.M. availalble in ISA.
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By contrast, among the distillers of the "DOM-TOM" (French abbreviation for Overseas Departments and Territories) only Guadeloupe's Damoiseau has a true global presence followed by GBH (owner of Clement and JM). Distillers from the islands of Guadeloupe, Martinique and Reunion would do a lot better overseas with the help of the French government. France is doing well when it comes to exporting wine and spirits like armagnac and cognac. A concerted effort made by the stake holders not only from the rum industry but also various government agencies involved in promoting things like Tourism, Exports and "the Brand France" could significantly enhance the French cane spirits visibility and appreciation beyond Europe and North America.
HONG KONG 2014 RUM HIGHLIGHTS
This is no way and exhaustive lists of all the things Rum related happening in Hong Kong over a year. Only a few selected items. The following events and more are covered in more details in previous editions of The Far East Rum Diary (archived in the cellar).
Hong Kong second Rum Festival
Hong Kong second Rum Festival
Rhum De France showcasing the diversity of French rums with 10 selected products (New Grove - Mauritius, Rhum Agricole Damoiseau - Guadeloupe, Flamboyant - Mauritius and Agricole/Cane Juice Chamarel - Mauritius). HK RumFest 2014.
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Global Rum Ambassador Ian Burrell and Rhum Ambassador Philippe Buchle at the HKRumFest 2014.
HKRumFest 2014, Mickael Derunes from Grays (Mauritius) presenting the New Grove rums.
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This year the Rum Fest welcomed 1000-2000 guests among them calvados maker Christian Drouin not to mention Claudine Neisson. A French TV crew also came to interview your Rhum Ambassador. The number of exhibitors, mostly importers and distributors increased to 10-15. The main area had 20-30 brands with 50 rums or so available for tasting. A number of presentations and Master Classes were added to this edition of the RumFest as well as other attractions including a Bartender competition. Like the previous year the festival took place in the presence of Global Rum Ambassador Ian Burrell who launched the first RumFest in UK in 2007.
Hong Kong New Rum Cocktail Competition
Hong Kong New Rum Cocktail Competition
Damoiseau Old Smoky by Jack Byrne.
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You may be familiar with the "Bacardi Legacy" or the "Havana Club Cocktail Grand Prix" but unless you are one of our avid reader you may have missed the "Year of the Horse Cocktail Challenge".
10-15 Bartenders eager to show their creativity answered the call to create something new with a bottle of Flamboyant or Damoiseau, both award winning rums aged for about 5 years in (Bourbon) oak casks. Three cocktails were selected by the jury during the final taking place at TheBlckBrd: - Jack Byrnes' Damoiseau Old Smoky - Antonio Ko's Moon in the dark (made with Flamboyant) - Austen Lendrum's Fille de fermier (made with Damoiseau) |
Caribbean Fun in Sai Kung
Our punch planteur.
The Damoiseau corner.
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A few guests of the Caribbean night in Sai Kung.
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Just before the Summer the Hebe Haven Yacht Club hosted a Caribbean night.
The food was prepared by Mandy, the owner of Mandy’s Caribbean Bar and Restaurant. A team of salsa dancers were also present. They managed to catch the attention of most guests and ensured that people had a smile on their face on and around the dance floor.
The guests also enjoyed the buffet as well as our "Punch Planteur" made with an authentic rhum agricole AOC Martinique. Other than the three punch prepared (including one by Mandy), the rums available at the event were Angostura, Damoiseau and Mount Gay.
The food was prepared by Mandy, the owner of Mandy’s Caribbean Bar and Restaurant. A team of salsa dancers were also present. They managed to catch the attention of most guests and ensured that people had a smile on their face on and around the dance floor.
The guests also enjoyed the buffet as well as our "Punch Planteur" made with an authentic rhum agricole AOC Martinique. Other than the three punch prepared (including one by Mandy), the rums available at the event were Angostura, Damoiseau and Mount Gay.
The Rhumshop online and pop-up store soft opening
Do not be fooled by the modest look of the Rhumshop.
With about 50 references already listed and about the same number to be added in the coming months, The Rumshop should have no problem to provide the largest selection of rums in the retail sector in Hong Kong, Macau and South China if it is not already the case.
The concept behind the Rhumshop follows the idea of Rhum De France: To be the rum specialist in Asia offering rums of every known style selected and imported from the seven seas.
The Rumshop can be accessed online via selected Marketplaces or e-commerce web sites or directly (e.g. partner store, pop-up store, event…)
Cigar and Spirit - A Rum or nothing
Six years old cigar leaves rolled before our eyes.
Prestigious Davidoff cigars.
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A good cigar calls for an equal rum.
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In October a special event took place at Quayside restaurant featuring a dinner followed by a cigar paired with a choice of spirits.
The prestigious Cuban cigar company with products featured in prominent places like the famous Hong Kong Landmark invited a specialist who came from the New World to roll the cigar leaves in front of the amazed guests.
Among the spirits featured were a calvados (French apple spirit), the Macallan 12 years old single malt whisky and the Damoiseau Reserve Speciale.
Outcome? All cigar lovers went for the Damoiseau and it should not be a surprise for two reasons: First, tobacco and sugarcane are growing nicely under tropical climates and in the same rich soil. Cigars and rums are natural match for each other. The second reason is that to be good to drink a whisky should be at least 15 years old. When I saw the two bottles on the bar I had no doubt about the outcome. I bet that if a Macallan 18 years old had been offered instead the Damoiseau would have had a harder time to win the heart or should I say the palate of the attending cigar aficionados.
Thank you again to Quayside, Macallan and Davidoff to allow us to demonstrate that rum is not a 2nd or 3rd category spirit.
The prestigious Cuban cigar company with products featured in prominent places like the famous Hong Kong Landmark invited a specialist who came from the New World to roll the cigar leaves in front of the amazed guests.
Among the spirits featured were a calvados (French apple spirit), the Macallan 12 years old single malt whisky and the Damoiseau Reserve Speciale.
Outcome? All cigar lovers went for the Damoiseau and it should not be a surprise for two reasons: First, tobacco and sugarcane are growing nicely under tropical climates and in the same rich soil. Cigars and rums are natural match for each other. The second reason is that to be good to drink a whisky should be at least 15 years old. When I saw the two bottles on the bar I had no doubt about the outcome. I bet that if a Macallan 18 years old had been offered instead the Damoiseau would have had a harder time to win the heart or should I say the palate of the attending cigar aficionados.
Thank you again to Quayside, Macallan and Davidoff to allow us to demonstrate that rum is not a 2nd or 3rd category spirit.
Another victory for the Damoiseau Reserve Speciale.
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Macallan 12 years single whiskey.
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MAKE YOUR OWN RUM… OR NOT?
Before looking at the how or why best is to seek legal advice on the matter. If like me you live in Hong Kong, you should refer to the Chapter 109 of the DUTIABLE COMMODITIES ORDINANCE before attempting to make your own booze.
In particular, the section 58 specifies that it is illegal to possess "any still or part of a still or other utensil or apparatus suitable and intended for manufacturing, making, purifying, refining, distilling, rectifying or processing spirits;" without a proper license. The same rule applies to the "possession, custody or control any fermenting or fermented material."
This is also true if you wanted to make something in your garage, even if the section 64A states that a Licence is not required for home brewing it does not give you the right to own or operate a pot still.
The law is pretty clear, it is illegal to make spirits (e.g. rum. brandy, vodka, whiskey…) in Hong Kong without a valid licence.
Miniature Pot Still.
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Lab distillation equipment.
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RARE RUMS & LUXURY RUMS
What are the best rums of the World? This is certainly subject to debate. It is certainly easier to make a list of the rarest as well as the most luxurious rums. We found a few list but they were full of obvious errors. Also we prefer to separate luxury rums sold in their prestigious decanter bottles from the bottles forgotten in some old cellars for a few decades or more.
Rarest Known Rums of the World (2014) sold for US$2000 or more
1. From Jamaica, J. Wray & Nephew Rum, bottled in 1940, 4 bottles left in the World, Priced around US$55,000
2. From Barbados, the two century old bottles (1780) found in Harewood House in Leeds (UK) auctioned by Christie for over US$10,000 a bottle.
3. From Martinique, Bally Rhum hors d'âge (1929) priced around US$4000
4. From Martinique, Saint-James Rhum hors d'âge (1935) priced around US$2300
5. From Martinique, Saint-James Rhum hors d'âge (1934) priced around US$2200
5. From Martinique, Trois Rivieres Rhum hors (1953) also priced around US2200
Luxury Rums of the World (2014) sold for US$2000 or more
1. From Trinidad, Angostura Legacy, 20 bottles, Priced around US$25,000
2. From Jamaica, the Appleton Estate 50 Years old. Claimed to be the oldest barrel-aged rum ever. Currently selling for over US$6,000
3. From Jamaica, the British Royal Navy Imperial, re-bottled in 2010 and selling for US$3000
4. From Porto Rico, the Ron Bacardí de Maestros de Ron, Vintage MMXII, 1000 bottles. Around US$2000
We believe that with these two lists we have the 10 priciest rums of the World.
Rarest Known Rums of the World (2014) sold for US$2000 or more
1. From Jamaica, J. Wray & Nephew Rum, bottled in 1940, 4 bottles left in the World, Priced around US$55,000
2. From Barbados, the two century old bottles (1780) found in Harewood House in Leeds (UK) auctioned by Christie for over US$10,000 a bottle.
3. From Martinique, Bally Rhum hors d'âge (1929) priced around US$4000
4. From Martinique, Saint-James Rhum hors d'âge (1935) priced around US$2300
5. From Martinique, Saint-James Rhum hors d'âge (1934) priced around US$2200
5. From Martinique, Trois Rivieres Rhum hors (1953) also priced around US2200
Luxury Rums of the World (2014) sold for US$2000 or more
1. From Trinidad, Angostura Legacy, 20 bottles, Priced around US$25,000
2. From Jamaica, the Appleton Estate 50 Years old. Claimed to be the oldest barrel-aged rum ever. Currently selling for over US$6,000
3. From Jamaica, the British Royal Navy Imperial, re-bottled in 2010 and selling for US$3000
4. From Porto Rico, the Ron Bacardí de Maestros de Ron, Vintage MMXII, 1000 bottles. Around US$2000
We believe that with these two lists we have the 10 priciest rums of the World.
Exhibit One: Rum from Barbados bottled in 1780
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The Angostura Legacy.
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Appleton Estate (Jamaica) 50 years.
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COMING IN 2015
A HK$1 Bottle of Rhum?
A pirate and a monkey.
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Best Rum Night in Hong Kong?
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Meet the Rhum Monkey.
Our new mascot is based on the famous lemurs from Madagascar. These cute little primates are endemic to the island. Why a monkey? We were thinking about pirates and rum and we felt that a monkey was more appropriate than a parrot. Also, there is something naughty about small monkeys (like stealing food from your plate) that we could not find in a parrot. This little fellow will be there to tell people about special things like major deals and significant events related to rum in or near Hong Kong.
- Monkey Business -
Hong Kong Best Rum Night Out
Once and a while I get visitors from out of town. Nothing earth shaking here except that these friends are often members of the trade (e.g. distillery owner, master blender, export director…) or fellow Rum Ambassadors. They may be interested in Pekin duck or other Chinese delicacies, they may want to visit specific spots but more importantly they will ask me where to go to try some good rums. Until recently we had too few places able to offer more the "usual suspects" (the Spicy and Dark Jamaicans and the Puerto Rican Blanco). As a result, I would always take my guests to the same three to five locations. The situation is much better now with more bars and restaurants offering a real choice of rums. No doubt, John Girard, Max Traverse and myself have pioneered the Hong Kong rum renaissance initiative, for lack of better words one way or another but this would have been in vain if others had not followed our footsteps. Now, the time has come to recognise the courageous people and places who took a leap of faith and are making it worth the detour to visit their venue to sample exotic spicy food, try unique rums or their latest rum cocktail creations.
In the coming weeks, we are going to look for the places featuring a nice exotic atmosphere (not only Caribbean), a decent list of rums or rum cocktails on the menu with possibly related food and music. Once we have completed our reviews we will publish the list of most suitable place here and in related media in Spring 2015.
Who can participate? Members of the F&B Industry (or related).
Examples: Bars, restaurants, private kitchens, catering suppliers featuring a sizeable list of rums or rum cocktails.
How to participate: Simply contact the Rhum Ambassador (rhumdefrance.com)
In the coming weeks, we are going to look for the places featuring a nice exotic atmosphere (not only Caribbean), a decent list of rums or rum cocktails on the menu with possibly related food and music. Once we have completed our reviews we will publish the list of most suitable place here and in related media in Spring 2015.
Who can participate? Members of the F&B Industry (or related).
Examples: Bars, restaurants, private kitchens, catering suppliers featuring a sizeable list of rums or rum cocktails.
How to participate: Simply contact the Rhum Ambassador (rhumdefrance.com)
- Monkey Business -
The Rhumshop to launch a HK$1 per bottle of Premium Rhum offer in January 2015
The RhumShop
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HK$1 equivalent to 10 cents Euro or US$0.12
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A HK$1 Bottle of Rhum?
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During the promotion period and while stock last, by buying a specified oak aged rum you (the client) have the opportunity to purchase a single premium rum or premium rum liqueur (e.g. Rhum Agricole, Premium Cane Juice Rum, Premium White Rum...) at a specified bargain price (e.g. HK$1) and save up to HK$379.
Note: All products related to this offer are made and imported from the islands of Guadeloupe (France), Martinique (France), Mauritius and Reunion (France).
TERMS AND CONDITIONS
1. This offer is valid for retail purchase in Hong Kong only.
2. This offer cannot be combined with any other promotion or discount.
3. Offer valid only for the specified products, quantities and prices and within the dates specified.
4. Offer valid only for payment made in full before or at the moment of purchase.
5. The RHUMSOP reserves the right to use name, address or picture of customer for communication (e.g. Mr Chan from The Peak purchased a bottle for HK$1)
6. This offer (e.g. $1 per bottle) can only be used once by each customer regardless of total number of bottles purchased.
7. In case of conflict, The RHUMSHOP reserves the right to make the final decision.
8. These Terms and Conditions have been established and shall be governed by the laws of the Hong Kong Special Administrative Region.
PROMOTION HEADLINE SAMPLE:
RHUM DE FRANCE
THE RHUM MONKEY - $1/Bottle of PREMIUM RHUM PROMOTION
--- 10 BOTTLES ONLY --- WHILE STOCK LAST ---
Offer Valid from January 1st to January 31st 2015
With this offer you can get a Bottle of Chamarel Premium for $1 with your purchase of a bottle of Chamarel VSOP via RHUM DE FRANCE RHUMSHOP.
Note: Image below for reference only, refer to description of the promotion for actual bottles available.
Would you like to have one of the above bottles for just HK$1?
COMMUNITY - "That's The Spirit!"
"That's The Spirit!" is a Hong Kong lifestyle forum for amateurs, connoisseurs and professionals to meet, share knowledge, taste and experiment with the best distilled beverages currently available.
To join visit: https://www.facebook.com/groups/thatsthespirithk/
Past Issue(s) of The Far East Rum Diary
To find previous edition of our newsletter, simply visit our cellar and select what you need under the past issues section.
For example September 2013 will take you to the first web edition of our newsletter.
For example September 2013 will take you to the first web edition of our newsletter.
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– THE FAR EAST RUM DIARY is published by RHUM DE FRANCE –
“pure sugar liquid gold” - www.rhumdefrance.com – info@rhumdefrance.com
“pure sugar liquid gold” - www.rhumdefrance.com – info@rhumdefrance.com
