Cobblestone Brands predicts rise in cane rum
Due to its traceability and unique flavour, cane rum is attracting younger, more experimental drinkers, according to the co-founder of Cobblestone Brands.
Kevin Keenan, creative director and co-founder of Cobblestone Brands, which produces single cask rum Star & Key VSOP, has noticed a growing interest for cane rum (made from fresh sugarcane juice), particularly in Florida in the US.
“We think it’s because rum drinkers are, by nature, [are] a little adventurous, and being so close to and familiar with the Caribbean, we’re seeing they’re really keen to explore something totally different,” Keenan said.
“Obviously France is also a massive rum market with connections to traditional agricole rum islands like Martinique, and of course Mauritius. So we are seeing growing interest there.
“Overall, the appeal of agricole rum spans a range of drinkers (leaning slightly younger, 25-40) but it is particularly strong among those who value craftsmanship, unique flavours, and sustainability in their choice of spirits.”
Cobblestone Brands believes the rise of fresh cane rum is being driven by environmental, economic, and consumer trends. The company said consumers are increasingly seeking authenticity, quality and sustainability in their choices.
It also said the growing trend towards cane rum were tied to the ‘fluctuating supply and quality of molasses’. Most rum in the world is made from molasses, Cobblestone Brands said. However, factors such as extreme weather conditions and economic pressures have led to a reduction in the supply and quality of molasses, according to the company.
Keenan described cane rum’s flavour profile as “a little more vegetal, herbaceous and grassy” and recommended drinking this style of rum in “refreshing and bright” serves such as a Daiquiri.
In terms of driving awareness of the category, Keenan said it was all about getting the “liquid to lips”.
He said: “We are big believers in having people in the market tasting the product and telling consumers and trade all about it.”
Star & Key VSOP
Cobblestones’ Star & Key VSOP is a single estate, single cask rum that aims to ‘capture the terroir of Mauritius’. The distillery uses the fresh cane juice grown on its site and ages the rum in Cognac casks.
On the use of Cognac casks, Keenan said: “Initially it was probably a romantic notion of the French history of the island, but very quickly it became about taste.
“The depth and richness that French oak and ex-Cognac casks brought to the rum was exceptional. And with tropical ageing, we really managed to suck the flavour from the casks.”
Keenan is particularly interested in cask experimentation in rum and there are future products in the pipeline.
“We tropically age, so it means any cask we use makes a pronounced impact,” he explained. “With the heat and Indian Ocean air we suffer about an 8% angel’s share per year, but the upside of that is that the marrow is really sucked from the cask, whether it’s the wood itself bringing flavour or the predecessor liquid. We have some ideas, so watch this space.”
Star & Key VSOP won two Master awards and a Gold at The Rum & Cachaça Masters 2024.
It is bottled at 43% ABV and retails for RRP US$44.99/€39.
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