Liquor Exec: Top Shelf Sales Will Hold Steady

by Jared Paul Stern (RSS feed)
Jul 18th 2008 at 2:02PM

With the economy in its current state of disrepair, you'd think the premium liquor sector would be getting a little worried wondering whether people will continue to shell out for the good stuff. No doubt it's a big topic of discussion at Tales of the Cocktail, the big industry fest currently taking place in New Orleans. We asked one attendee, Rob Bryans of top-shelf 10 Cane Rum, for his thoughts on the subject. Premium liquor remains a "must-have" for consumers, he insists, despite the added strain on purchasing power.

Bryans, the brand's VP, says that 10 Cane for one insulated itself from market forces to some extent by striving for an excellence that consumers would consider indispensable. The "luxury rum" is made from the first pressing of virgin Trinidadian sugar cane in place of the molasses, a sugar byproduct, used by most others, and the process is overseen by Jean Pinneau, the Master Distiller of Hennessy in France. "Every step of the production process is painstakingly geared towards quality," Bryans tells Luxist. "This is an artisanal approach to rum making."

Instead of worrying about the economy 10 Cane is focusing on new ways of marketing its brand, such as the deluxe Mojito Kit they've come out with for summer, featuring a mixer from our personal favorite, Stirrings. Sounds like good business practice to us; there's nothing like a great drink for a temporary respite from economic pressures.

Gallery: 10 Cane Rum

Tags: 10 Cane, 10Cane, Hennessy, Rum, Stirrings, Summer cocktails, SummerCocktails, Tales of the Cocktail, TalesOfTheCocktail

Filed under: Spirits

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Reader Comments (Page 1 of 1)

Ashley Jul 18th 2008 2:36PM

As a bartender there is no doubt that 10 Cane is a top quality rum, however it has such a powerful taste that its use in mojitos is quick difficult. I have tried many "tropical" concoctions with 10 Cane and have failed to tone down its strong taste. Any suggestions?

Courtney Jul 18th 2008 5:59PM

I've had the opposite experience and have found 10 Cane to be the most high-quality, mixable rum available.

Here's the recipe I use:

2 oz. 10 Cane Rum
1 oz. Fresh Squeezed Lime Juice
1 oz. Simple Syrup
8-10 Mint Leaves
Splash of Club Soda
Garnish: Mint Sprig

Directions:
Place mint leaves and simple syrup in the bottom of a tall glass. Press gently with a muddler. Fill with cracked ice. Add 10 Cane and lime juice. Stir gently and top off with soda. Garnish with a mint sprig.

arcsine Jul 21st 2008 9:51AM

Bleh, give me Flor de Cana over 10Cane any time.

Intoxicologist Aug 24th 2008 11:43PM

10 Cane Rum is among my favorites. I recently had the pleasure of reviewing 10 Cane's pairing with Stirrings Mojito Mixer. Have a look for yourself... http://intoxicologist.wordpress.com/2008/08/15/10-cane-rum-stirrings-premium-mojitos-in-a-kit/