After a mild winter with no frost or hail, rain set in from March through June. Mildew and coulure appeared early and never fully left. Some growers doubled their treatments as storms repeatedly washed away protection. By the end of the season, rainfall measured around 1,200 millimetres, almost forty percent higher than normal.

 The toll on yields was severe. Many domaines lost between a quarter and forty percent of their whites and, in some cases, as much as seventy percent of their reds. From July onward the sun returned, bringing a steadier rhythm and healthy fruit for what remained. Most harvested between the second and third week of September, with careful sorting both in the vineyard and in the cellar.

 What has emerged is a cooler, finer, more traditional expression of Burgundy. The wines carry modest alcohol, clear acidity and a sense of restraint that will appeal to those who love the region’s classical line and balance. Charles van Canneyt put it best: “It’s not because we had bad weather that we made bad wine.”

 Our early tastings underline that point. At Paul Pernot the whites show vibrant freshness and deep acidity, with Puligny-Montrachet Les Folatières standing out for its tension and grace. At Alvina Pernot the 2024s carry the freshness of 2017 and the accessibility of 2021, but with greater depth and poise. Louis Jadot, facing heavy losses and a demanding season, spoke of “fighting to keep Burgundy affordable” yet produced precise, harmonious wines — including St Aubin En Remilly, one of our favourite plots and a FINE+RARE exclusive which we are proud to secure each year, bottled only in magnum. At Hudelot-Noëllat and Fourrier, volumes are heartbreakingly small but the wines are clear, fragrant and unmistakably from their place.

 Across the market, demand continues to evolve. In the United States the auction scene remains strong as collectors seek drinking vintages in a post-tariff environment. The United Kingdom continues to lead on diversity and value, supported by one of the most sophisticated import and agency networks anywhere. Central Europe, particularly Italy and Switzerland, is expanding steadily as collectors look beyond the classics while still favouring white Burgundy, red Bordeaux and Champagne. Hong Kong remains the fastest-growing market for white wine, with sustained enthusiasm for fine Chardonnay and mature Champagne.
 
How Burgundy En Primeur will birth itself in this context is both uncertain and certainly unlike Bordeaux En Primeur. The growing dominance of white Burgundy, and the combination of rarity, quality, desirability and still real value in parts, mark an emergence that feels above appellation and above trend. Burgundy continues to evolve on its own terms, shaped more by individual growers and their decisions than by collective rhythm. How far that rhythm will carry depends on relevance in a market where even Michelin now questions its own portfolio brand, Robert Parker, and where independent voices such as Jamie Goode, driven by limitless curiosity and free of editorial constraint, continue to test every assumption.

 With Burgundy 2024, scarcity will define the campaign, but so too will authenticity. The wines are shaped by adversity yet carry grace and purity. This is a year that reminds us why Burgundy remains the most human of fine wine regions. Next week we will share our first producer profiles and early tasting notes from across Burgundy. For now, we raise a glass to the growers who weathered the year and to a vintage made not in abundance, but in spirit. 
Written by Patrick O’Connor (CEO), Craig Norton (Managing Director) and Antoine Ninot (Senior Buyer) at FINE+RARE, following a recent visit to Burgundy. Browse all 2024 Burgundy released so far.

Last week we were in Burgundy for a pre-campaign look at the vintage, meeting some of the most significant and representative voices across the region. The conversations were candid. The mood, reflective. Every grower spoke of a year that tested both patience and resilience.

Our early look at Burgundy’s 2024 vintage reveals a year of challenges and quiet beauty — shaped by resilience, balance and authenticity.

A first look at the Burgundy 2024 vintage

Burgundy 2024: first impressions

Inspired by a Russian, first made by a Hungarian, who was succeeded by a Frenchman and then a German, the winemaking lineage at Masseto has been decidedly international – until now, that is. Since January 2024, the leading Super Tuscan and Ornellaia’s sibling estate has had its first native at the helm: Marco Balsimelli – born in Arezzo, not far from Siena, took the reins from longtime Production Director Axel Heinz.  Balsimelli comes with his own illustrious pedigree, having long been based in Bordeaux, working at Gruaud Larose and, since 2010, alongside the famous Eric Boissenot as a consultant winemaker to many of the region’s leading estates, but the chance to work at Ornellaia and Masseto – iconic names from his Tuscan homeland – was an opportunity he couldn’t turn down.  It was André Tchelistcheff (the Russian-born Napa winemaker) who first suggested to Lodovico Antinori that a particular hill on the Ornellaia estate would be perfect for Merlot. Tchelistcheff was consulting for Antinori, and recognised the potential of the parcel of blue clay – the same soil that is synonymous with Pétrus. Back then, in the 1980s, Merlot was barely planted in Tuscany and remained an unknown quantity in the region, with only Castello di Ama – based further inland in Chianti Classico – having some vines (today used for its flagship L’Apparita). Nevertheless, the Ornellaia team took a chance and planted most of the seven-hectare swathe of clay in 1984 (additional planting took place in 1995).  The first vintage of Merlot from the site was made in 1987: Masseto was born. The name comes from “masso”, Italian for rock, after the large boulder-like clumps of clay that dot the vineyard’s surface. It didn’t take long for the wine to earn international acclaim, with Wine Spectator giving the 2001 vintage 100 points, and its place was cemented in vinous history.  Although Tchelistcheff consulted until 1989, replaced by Michel Rolland from 1991, Hungarian Tibor Gál was the property’s first winemaker. Gál was succeeded by Thomas Duroux (now of Ch. Palmer), who in 2005 passed the baton to Axel Heinz, the German-born winemaker who preceded Balsimelli. The property has changed hands over the years too, with the Mondavi family taking a share in 1999 before buying it outright from Lodovico Antinori, and selling it onto the Frescobaldi family, who took full ownership of Ornellaia and Masseto from 2005.  Much might have changed, but the terroir hasn’t. “It’s a very special site,” Balsimelli tells me. The all-important clay dominates the topsoil, which is only about a metre deep. When it rains, the clay swells, making it near impossible for the vines’ roots to develop. High sodium levels in the soils only accentuate the problem. “For the roots, it’s a battle every day,” he says. It’s that struggle, he feels, that you can taste in the concentrated, high-acid fruit from the site.  The climate is key too, lying just 10 kilometres from the Tyrrhenian Sea. Fresh marine breezes mean the temperature is around 5°C lower than that in central Tuscany, with a drop of circa 15°C from day to night. Combine this with the light reflected off the sea, and you get a long growing season, preserving aromatics and acidity, yet encouraging phenolic ripeness – wines that combine perfume and power. Surrounded by forest, there is a reason that Masseto is run as an entirely separate project to Ornellaia, with its own unique identity – even if it has always shared a winemaker (and, until 2019, a winery) with its sibling estate.  For Balsimelli, the project has provided a fresh challenge. The shift away from a consultant role – no longer offering advice before moving on to the next project, but sitting with each and every decision – adds a new weight of responsibility. “I spend a lot of time thinking about the technical questions and the consequences,” he tells me. Since most of his work with Boissenot had been based on Bordeaux’s Left Bank, focused on Cabernet-driven blends from larger estates, working with a small property, focused on just one variety and various sub-plots is a different sort of jigsaw puzzle. The approach, for him, is much more Burgundian – all about expressing the purity of the site and its blue clay. “You have to be perfect with only one type of soil and one grape variety,” he explains.  The quest for perfection was started long ago at Masseto and today the vines average between 20 and 30 years in age. They’ve also been moving from cordon-trained to bush vines – first trialled in 2008 and something which they have found helps temper the effects of global warming (coping better in dry conditions and shading the fruit from the heat of the sun). Farmed organically since 2012, there has also been a significant focus on encouraging biodiversity across the site, including using cover crops to reduce soil compaction, increase organic matter and retain humidity in the soils.  Balsimelli’s first vintage was 2024, which won’t be released until 2027. But he’s clearly excited by the site, as well as how he can tweak and improve a wine that is already lauded by critics and consumers. “When you taste old vintages of Masseto, you can feel the legacy, taste the terroir,” he says – and that’s exactly what he wants to do moving forward, channelling the Boissenot philosophy: understanding a piece of land and finding the best solution to express it in the glass. For him, that solution will be all about accentuating the wine’s elegance.  He notes how there was – across the world of wine – a trend towards low yield and high levels of maturity in the early 2000s, but his preferred vintages are those that saw more balance. The 2006, for example, is his favourite at the moment – a year with more rainfall, more vigour, and – he feels – more energy as a result. It’s a vintage that he believes is “the key for the future”.  The site is one that can ripen quickly, and he plans to focus on freshness, maybe picking a little earlier, reducing extraction and lowering temperatures for maceration. The 2022 is the vintage set to be released this September – a wine that Balsimelli notes shows just how good the site is – performing even in tricky conditions such as 2022’s hot growing season. It is, he says, “the magic of Massseto”. Magic it may be, but Balsimelli is set on elevating this special estate even further.   Explore all current listings of Masseto or read more Editorial 

Often considered the Pétrus of Italy, Masseto is a wine like no other. Ahead of the new release, we sat down with Marco Balsimelli – the man at the helm today – to talk about the special site and what lies ahead for the Super Tuscan 

Talking to the Super Tuscan’s new Production Director Marco Balsimelli about Masseto, Ornellaia sibling estate and its unique Merlot wines

The magic of Masseto - Marco Balsimelli

The magic of Masseto

Jaime Araujo’s surname is a familiar one to Napa collectors. Her parents Daphne and Bart purchased the famed Eisele Vineyard in Calistoga in 1990 and established their eponymous winery on the site shortly after. Jaime was enrolled in university at the time and wouldn’t join her parents in Napa for many years, instead spending over two decades studying and working in Europe, including a stint at Moët Hennessey. She arrived in Napa in 2012 to work alongside her parents as a business consultant, but the job was short-lived, when the winery and Eisele Vineyard was sold to Artémis Domaines (the parent company of Ch. Latour) in 2013.   While her parents went on to establish Accendo Cellars, with Jaime and her brother as partners, the itch to build a business of her own only grew stronger. “I always wanted to run a business as a force for good,” she recalls. She got her chance during the first vintage at Accendo in 2013, when she turned a Cabernet Sauvignon lot that didn’t quite fit in with any of the Accendo cuveés into her first 300 cases of Trois Noix wine. (The name – French for “three nuts” – is a cheeky reference to her two children, as well as her brother’s daughter, all quite young at the time.)   Despite her family’s legacy, and perhaps the temptation to enter the market at the top end, as many newcomers do, Jaime was intent to create wines that were approachable and embodied sustainability ideals. This included a pricing strategy that skewed heavily towards affordable options, ranging from $30-50 per bottle and the most expensive Cabernet Sauvignon topping out at $150. “I’m not in this to make billions,” she laughs. “It’s so important that Napa is accessible to as many people as possible. You have to be welcoming and make wines that appeal to everyone.”    Even before Jaime was developing her brand, Steve Matthiasson had been quietly establishing a reputation as one of Napa’s most respected organic winegrowing experts. After studying horticulture as a graduate student at the University of California Davis, he launched his wine career in 1995 as a viticultural consultant, going on to settle in Napa with his wife Jill Klein Matthiasson in 2002 and building an impressive client roster. Since 2007, Steve has worked closely with the Araujo family, first for Eisele vineyard – where he continues to consult – as well as at Accendo. Other current and past clients include Dalla Valle, Spottswoode and Chappellet.   The process of becoming a winemaker in addition to viticulturalist, however, has been a slow and steady process. Matthiasson says he learned about wine almost by osmosis over the years, sitting in on client tastings and by keen observation. In 2003, Steve and Jill produced just 120 cases under their name, but by 2017, they reached a major milestone with the purchase of a small winemaking facility and neighbouring vineyard in the Oak Knoll AVA – a massive accomplishment for two outsiders with little initial capital. Last year, their production reached 12,000 cases, stretched across 25 unique cuveés. Today, Steve farms most of the vineyards he makes wine from, including a small vineyard at his home, where he has planted rows of northern Italian varieties, including Refosco, Ribolla Gialla and Schioppettino.   Inside the compact Matthiasson winery, cosy by Napa standards, foudres line the walls and nearly every inch is occupied with equipment, case goods and barrels. In the corner, a stack of large glass jars filled with liquids of varying colours sits – the aromatics steeping in alcohol for vermouth, Steve explains, which he and his wife make along with olive oil and jam, as accompaniments to the unique lineup of wines Matthiasson produces, ranging from single-vineyard Cabernets to more esoteric fruit and wine co-ferments. While many collectors still may not have heard of Matthiasson, Steve says he is proud to be sought after by sommeliers and others in the wine trade: “We like to say we’re the musicians’ musician.”   Both Jaime and Steve believe strongly that their businesses must be both environmentally and socially responsible. “It’s so important to stand up for what you believe in,” Jaime emphasises. Today, Trois Noix boasts a range of sustainability initiatives, including B Corp status, a high-level sustainability certification which only two other wineries in Napa currently possess. Though not specific to wine or agriculture, B Corp certification is awarded after a rigorous assessment to prove a dedication to positive community impact alongside profit.   In the same vein, all of the vineyards Steve farms for Matthiasson are organic, which is the certification that is the most meaningful to him – and represents a full circle of sorts from his early days studying agriculture, when winemaking was not yet on the horizon. “Organic farming has become not just accepted but embraced since I’ve been here,” Steve says, saying that it’s becoming the norm rather than the exception, especially so for the most well-known cult Napa wineries. “And it’s not just for PR,” he adds, saying many don’t broadcast their farming practices. “They truly believe it makes better wine.” Steve believes the standard of farming has improved dramatically since he arrived in Napa and so has the quality of the resulting fruit. “As the years have gone by, our ability to do the right thing has increased,” he says.  The resulting wines that both Trois Noix and Matthiasson produce are crafted in a fresh style, with an emphasis on primary fruit and terroir-specific cuvées, as opposed to dominant oak or heavy extraction that have been the trend for fine wine in Napa. Araujo says she is trying to craft wines that are reminiscent of Napa 50 years ago, by using a light hand. “We started getting bigger and bolder in Napa, and that’s fine, but we can do this, too, and do it well.” Araujo describes her goal each vintage as crafting wines in a “sweet spot”, built to enjoy immediately but also with the structure and acidity to age for several years at a minimum.    At Matthiasson, pick dates are watched closely, and occur on the early side for Napa, so that alcohols remain low and acidity is naturally brisk. Other than a small amount of sulphur, no other additions are made. “We utilise traditional winemaking methods,” Steve says – quick to note, though, with a laugh, that there is a difference between “natural and natty”, explaining that his goal is to make fresh, clean wines from the healthiest fruit possible. Unlike other Napa wineries that employ optical sorters and tables lined with harvest workers examining every berry, Mathiasson does not sort the fruit prior to fermentation, trusting instead in the farming and meticulous picking over multiple passes.   “We’ve always been an agricultural community, and no one wanted to talk about that for a long time,” Jaime tells me. She believes the future of Napa will be a focus on not just high quality but also history, community and a reputation for doing the right thing. These will not be talking points for her brand only, however, as last year she was elected Board Chair of the Napa Valley Vintners. A nonprofit trade association founded in 1944, NVV acts as a voice for the wine business in Napa Valley, promoting, supporting and advocating for its over 500 members. “I’m a bridge between old and new because of my family and my experience,” Jaime says, explaining that she hopes to bring a fresh perspective on the future of Napa, one that emphasises a range of styles and price points, but most of all, is able to welcome a wider range of people than ever before, by showing the varied people and places of the region. Matthiasson voices a similar ethos. “The wine business has so much artifice, but we want to let people in.”  Matthiasson and Trois Noix collaborated on a special lot for Premiere Napa Valley last year – a lot that we purchased and will soon be releasing. Please contact your Account Manager to register interest. 

In a region where wine is often a byword for luxury, two producers are dedicated to reminding drinkers of Napa’s humble roots. Rachael Ryan – Senior Buyer for our US arm, Vinfolio – talks to Jaime Araujo and Steve Matthiasson about their philosophy, farming and approach to making wine 

Two Napa wine producers are championing economic, environmental and social sustainability: we talk to Trois Noix’s Jaime Araujo and Steve Matthiasson 

Farming for the future: Trois Noix and Matthiasson 

In the conversation about terroir in spirits, rum arguably has a stronger position than most. There are numerous cane-to-bottle rums and many more with a credible claim to the dictionary definition of the term typically associated with wine. However, as is often true in the rum world, this isn’t an open and shut case. “Wherever unique spirits are found I think there is an opportunity to discuss the influence of terroir on the liquid,” Mitch Wilson, Black Tot Global Brand Ambassador, says. “How people interpret terroir in wine versus spirits is often different – wine terroir focuses on transmission of flavour from the land and the region into the final product. Spirits can be a much broader interpretation of terroir – here we often look at local ‘method’ and ’savoir-faire’ or know-how – how the local traditions together with production choices of the distiller and blender help to create a sense of identity in the final spirit.” Foursquare Master Distiller Richard Seale picks up the point: “Terroir is an interesting question in rum and you will get a different answer in different rum producing countries.” At the Barbados distillery, Seale ferments with added cultured yeasts in one section and pure cane juice natural fermentations in another. When it comes to the latter, Seale says “terroir in the traditional sense of the word is everything”. “The rum depends on the year of harvest, the time of harvest and the field from where it is harvested. It is 100% natural input. [There’s] not even a cultured yeast to give us some consistency or predictability,” he adds. Daniele Bondi, Export Manager at Hampden Estate's global distributor La Maison & Velier, is a staunch believer that terroir exists in rum and is perplexed by any arguments to the contrary. “I never understand when people think that spirits don’t preserve the characteristics of the fermented wash,” Bondi says. “Obviously, the terroir is respected and expressed only if the whole process of production is carefully preserved.” Wilson says sugarcane juice-based rums are undoubtedly the best examples of terroir in its “classical interpretation”. “Their flavour is almost entirely dependent on the local raw material used, and helps illustrate the vast array of differences between different genus of sugarcanes,” he explains. “Sugarcane juice is not easily transportable – when cane is crushed, the natural yeast on the outside of the cane is immediately brought into contact with the fermentable sugars in the juice, meaning fermentation happens spontaneously within a short period of time. This tends to encourage much more local distillation, often on the same estate where the cane is produced, allowing us to more easily focus on environmental terroir in these specific regions.” He says the fact rhum agricole, as well as their sugarcane-spirit cousins clairin and cachaça, are often found unaged means they are excellent examples of terroir. The purity of the raw material is preserved all the way through to distillation and ultimately glass. The climate of ageing has an enormous impact on terroir, according to Seale. He points to the fact a rum will age very differently in Martinique, which is approximately 140 miles away from his distillery in Barbados. Bondi says this crucial stage can negate terroir entirely. “If a product is aged far from the rest of the production, terroir doesn’t exist anymore.” This is something Dictador has played with in its 2 Masters series. Creative Director Ken Grier says rum, arguably, has a more diverse terroir influence than any other spirit category and this is about the influence of culture rather than soil. “Simplistically, the role of the original colonists has the biggest influence on rum production,” he explains. “The rhum agricole style found in ex-French colonies is derived from the juice of the sugarcane. In former British colonies like Jamaica the predominant style has been pot still, drawn from molasses. Ex-Spanish colonies have been more about column stills and finally Cuba is a tapestry of styles. Of any spirit, rum really reflects the history of the place where it is produced.” Sugarcane honey is used as the spirit base for Dictador. A blend of column and pot still rums are matured in oak casks on the coast by the Caribbean Sea. Grier says these factors all contribute to a particularly elegant, well-aged and complex rum. For the 2 Masters series, Dictador laid down between 10 and 20 casks with prestigious partners from the spirits and wine world. The rum was transported for maturation in the partners’ warehouses to benefit from their terroir, according to Grier. From there, the partners have the creative freedom to choose, in conversation with Dictador Master Blender Hernan Parra, which age and style of rum to use and what to do with it. These partners have included the likes of Glenfarclas, Royal Tokaji and Niepoort. The Royal Tokaji project, for example, took a 1977 rum and matured it in 12-year-old 300-litre Zemplen barrels for seven months in Hungary. These barrels had previously been used to age the producer’s 2016 Tokaji Aszu 6 Puttonyos.
 While there is a general consensus about ageing and sugarcane-juice rums, there is less accord when it comes to the role of molasses in the terroir conversation. “Molasses tends to be a fairly homogenous product,” Seale explains. “When discussing the contrasting styles of molasses rum from Barbados and Jamaica, the terroir element is more about the process and the know-how and less about the agricultural input. Much like a lot of Scotch whisky in that sense,” he explains. The decline of sugar production in many regions has understandably presented a problem when it comes to supply and demand. For this reason, many distilleries have resorted to importing their molasses. The same is true of grain in Scotch whisky production, which is often where the wheels come off in the debate around terroir in whisky. “It might be tempting to consider molasses-based rums as lacking a sense terroir (certainly in the wine sense), but this would be unfair,” Wilson says. “I’d be tempted to bet that given the opportunity to taste a line-up of single origin molasses from around the world that there would be enough variety to contribute to the idea of local terroir.” Ultimately, he says, it’s down to the producer at each stage of the production process to decide to what extent to allow the terroir to influence the final liquid. And, lest we forget: their savoir-faire. Explore all rum or read more Editorial 

The concept of terroir in spirits is a comparatively new one. And, in the case of rum, takes on a very different meaning to wine. Holly Motion explores

Exploring the comparatively new concept of terroir in spirits via the lens of rum – and how it takes on a very different meaning to wine. 

Exploring what terroir means in the rum world

Rum: the raw deal

Of all the misconceptions about rum – and there are many – the belief that there aren’t any rules is arguably the most rife. “There is not a lack of regulation in rum,” Mitch Wilson, Global Brand Ambassador for Black Tot, says. “Rum is an umbrella term for an entire category, it does not specify a particular locale like ‘Barbados Rum’, ‘Jamaican Rum', 'Guyanese Rum’ would. Just as there is no 'one rule' for all the different whiskies around the world, there is no one rule for all of the different rums either.” Industry legend Richard Seale picks up the point. “Rules do vary from country to country in rum but that is no different to any spirit. What is different about rum is that it is rarely protected in export markets with a generic rule applying to all origins. “For example, rhum Agricole is a protected term in the EU, but in the US, you can use the term agricole with impunity. Jamaica excise law has protected its rum from adulteration for as long as Scotch whisky [regulations have existed] but you can find Jamaican rum with added sugar for sale in the EU and there is nothing at the moment to stop it.” Herein lies one of rum’s greatest problems and a source of the most heated debates: abuse. “Many rum brands have got away with misleading age claims and egregiously adulterating their products,” Seale explains. “There is little impetus to regulate. I am quite sure if similar happened with whisky, the Scotch Whisky Association would be pressing authorities to act.” Instead, it’s been something of a people’s movement and Seale says consumers are demanding more transparency. “I think huge progress has been made at the level of enthusiasts and industry professionals,” he adds. “Of course, there are many duped consumers but they are typically at a level that they do not care, so we do not care. “We have a mantra: ‘drink what you like, know what you are drinking’. Simply put, make an informed choice.” Daniele Bondi, who works for Hampden Estate's global distributor La Maison & Velier, agrees and says it’s only fair that people are made aware of the content in their glass. He adds: “You can keep adding whatever you like but tell me please. If there is a lot of sugar in what you buy, you should at least know about it like other food categories.” There are countless examples of European entities buying rum in bulk and adding sugar before bottling. They are not lawfully required to declare this and can brandish the words “Jamaican rum” on the label. This, argues many, is deceitful and incredibly harmful. “It’s important to limit this sort of practice and preserve the rum style and not create confusion,” Bondi adds. The Export Director says people will taste a sweetened Jamaican rum and not realise the liquid isn’t true to Jamaican style or that it has been adulterated. The need to disclose these practices extends beyond the consumer’s welfare and is of vital importance to the preservation of rum heritage and production methods. While valiant efforts are being made, the vested interests of some, who wield great power, are thwarting progress. For this reason, the team at Foursquare has created #saveBarbadosRum and are working towards getting the EU to recognise a Geographical Indication (GI) for rum from Barbados and Jamaica. “This would protect our rums from the adulteration that currently happens,” Seale says. “While the US does not recognise GIs, we could communicate to consumers which are the certified rums.” Seale says this is not universally popular. “At the moment, a single foreign interest who bottles adulterated rums sourced from distilleries in which they have a financial interest is taking whatever action they can to effectively derail the process.” The campaign hopes to raise awareness of this and what he calls the “long-term threat to the integrity of our rums”. He continues: “The hubris of some European companies towards rum is astounding. They continue to have an extraordinary sense of entitlement notwithstanding Barbados and Jamaica are sovereign countries.” The ethos at Foursquare and many other distilleries, including Mount Gay in Barbados, is to produce unsweetened, unadulterated rum in the centuries old tradition. Beyond the skulduggery that occurs, rum has struggled with another image issue and this is largely due to classification. Wilson says an insistence on grouping all rums as the same thing, irrespective of who made them – and their local laws, know-how and traditions – perpetuates the myth and undoes a lot of hard work over the past five to 10 years. The only way for this to truly change is through better education. “Without a doubt rum’s greatest struggle is to catch up our education with that of the whisky category,” he says. “On one hand you have hundreds if not thousands of whisky aficionados able to rattle off dozens of distilleries and their corresponding nuances throughout each Scottish region and the rest of the whisky world, with well-established whisky shows and dozens and dozens of books on the subject. Meanwhile, most people still think of rum as ‘white, gold, dark, or spiced’ and have very little understanding of the various regions of rum, raw materials or the differences that lay within.” He says there are undoubtedly a brave few who bang the “rum drum”, but they are “vastly outnumbered”. Another key difference, he says, is the way the rum world is set up compared to the whisky world. There are considerably more whisky distilleries than rum producers, and the majority are owned by behemoths with deep pockets to fund whisky education on various styles and regions. By contrast, many rum distilleries are independent or government controlled. In the instances where big multinationals do own rum distilleries, Wilson says, they typically only own one or two and understandably finance education on their offerings rather than the wider rum world. For the most part, he says this different structure is a positive thing, resulting in a “fiercely independent style” from each region and act as a “great preventative against homogenisation in the industry”. But the cost is felt by others who have struggled to get their message to the masses. “It’s like wine,” Dictador Creative Director Ken Grier explains. “Pinot Noir from the New World tends to be lighter but with a higher abv. Those from Old World producers are often darker and lower strength. It’s the same in rum; you really need to look beyond the headlines on the label. We have to explain the differences between rums from different regions and the distinction between brands. “We need to educate about provenance (cultural influences, stories), production, maturation etc. They will all become key.” One way to educate consumers, in Wilson’s view, is through conversations about blends. “The very essence behind blending rum from different regions is because each distillery’s flavour profile can be so unique and so varied,” he says. “If we choose to tell the customer why we picked the rums we did, and why each region has its own unique flavour profile and is individually important, I think we can give people a great snapshot of the wider rum world, and at the very least give them a starting point as to where to look should they be interested in researching further.” During the pandemic, Black Tot has – via the medium of technology – hosted tastings to do just this. “Rather than just let them taste our finished blend, we also deconstruct the blend into its individual components, allowing people to try rum from Barbados, Guyana, Jamaica individually, and understand what each one brings flavour wise to our blend. I believe this is the future of blends, to not just look at the finished product, but to really celebrate the provenance of where the rum is coming from.” In a similar vein, Venezuela’s Diplomatico has championed alternative production methods with its Distillery Collection. “The concept behind the collection is to produce, in limited quantities, rums from a single distillation method that are subsequently aged for a certain number of years,” Maestro Ronero Nelson Hernandez says. “The objective is to offer the opportunity to connoisseurs and rum lovers to discover the very own character of each one of these rums, in a collection that reflects our distillery’s wealth.” It might sound simple but tasting the liquid and reading the label can be the difference between cutting this misconception off at source or continuing down the sticky road. Bondi says it is sometimes easier for him to speak with single malt drinkers rather than “rum drinkers” who are used to a lighter and sweeter liquid. He often gets them to try the Hampden 8 Year Old – the most approachable rum – and asks what they think, and if they thought rum could taste like this. The reaction is instantaneous and incredibly satisfying for the Export Director when he gets to explain that this style is rum, in the authentic sense. Historically, “global” rums have tended to be lighter and sweeter, and far removed from the authentic liquid that is recognisable to the rum purist. To satisfy the global market, sugar has been added to sweeten the taste and in many cases caramel to darken the colour. “The first conversation is always – no, this is rum and all the other sweeter stuff, what you think is rum, maybe is not. At least from a historical point of view,” Bondi adds. “If you speak with single malt experts, they are normally super happy because there is sort of a resistance among the single malt community because ‘rum is sweet’, so when you approach with something like this [Hampden] they say wow, this is something that I can easily recognise because it is dry, it’s full-bodied, it’s funky, it’s flavourful like all the single malts they like.” Bondi finds adopting his boss, Luca Gargano’s – the man responsible for the classification of the same name – production-driven terminology helpful when introducing people to real rum. In the same way whisky drinkers understand Scotch whisky has regional styles – Speyside, Highlands, Islay etc – rum can be communicated in the same way. “Like a different category within a category,” he adds. Hampden is famous for its funky, high ester style, that Bondi says appeals to the peated whisky fan. “It’s more for the adventurers”, he says. “They love this crazy taste of Lagavulin and Laphroaig and maybe they will love to try rum with a different, funky taste.” Undoubtedly, the conversations and appreciation for rum are maturing. The category is shedding its skin of these unhelpful labels that have besmirched its reputation and the right questions are now being asked. Thankfully, there’s a formidable cohort armed with the answers and willing to speak truth to power in order to protect something that is truly sacred. Explore rum or read more Editorial 

Rum isn’t regulated. It is either dark or white. It all comes from the Caribbean. It’s nowhere near as high quality as Scotch. These are just some of the misconceptions that hang around the category like a millstone. Holly Motion speaks to some of those fighting to be heard among all the mistruths

Exploring some of the greatest misconceptions that hang around rum like a millstone, including miscategorisation and questions concerning quality.

How sugarcane spirit mistruths are coming unstuck

Rum: the sticky issues

Rum has been positioned as the next big thing. The one to watch. The spirits category to steal market share from Scotch whisky and the sure-bet to clean up when that gin bubble finally bursts. These claims have been made for the past five years, if not longer. When you look at the figures, which don’t tell the whole story but are a good starting point, rum has been in rude health since 2018 when sales in the UK surpassed the £1 billion mark for the first time. This same year, a rum was named the best spirit at one of the most prestigious blind tasting competitions for the first time. Rum, for many, had finally arrived. “What has changed in the industry is what we can bring to market,” Master Distiller Richard Seale says, in a typically matter-of-fact and non-marketeer way. “So, it is not so much that we are changed in our rum making but today we can think to invest in very old rums, we can think to release cask strength rums, we can offer more specialised rums like pot still or pure cane juice rums and we can think about non-traditional markets – like the Far East. Twenty years ago the market for any of this was extremely limited.” Seale’s family-owned Foursquare Distillery in Barbados was the winner of the aforementioned 2018 blind tasting and the awards have continued to rain down on them since. While always destined to join the family business, Seale says that didn’t necessarily mean a career in rum, other than to sell. “What happened was the year I officially joined, my father made the biggest acquisition we had ever made in acquiring the Martin Doorly and Alleyne Arthur brands. This made for two big changes: one, we would have to invest in aged stocks as these were premium brands and two, we would start exporting. This naturally drew my focus.” Rum has been produced in the Caribbean for centuries. Historically, the new-make was sold to brokers and blenders in much the same way as Scotch whisky. Whereas Scotch distilleries started to bottle single malts from the 1970s, most rum producers wouldn’t have the epiphany to move away from a purely bulk model for another 20 years. It was from this time that rum brands as we know them began to appear in the European market. El Dorado from Guyana, for example, had been produced for centuries before it was marketed for the first time in the early 1990s. Similarly, Hampden Estate, which had been producing rum since 1753, only came to market in 2018. Legendary Trinidadian rum Caroni never actually saw the light of day as a brand in the traditional sense before it closed for good in 2003. “The rum category has changed out of all recognition,” Ken Grier, Creative Director at Colombian brand Dictador, says. “It has progressed from a white and dark mixable spirit to a premium spirit aged in good quality oak casks.” The reason for this progress is down to a multitude of factors – one of which is the realisation that rum has tremendous breadth and depth. “People have realised the rum world has a beautiful range of quality liquid to offer at the top end (rather than just the stock-standard ‘every bar has a bottle of this’ at the low end) and it has encouraged the rum-curious to be more adventurous,” Mitch Wilson, Black Tot Global Brand Ambassador, says. “We’re even starting to lead astray some of our more open-minded whisky brethren who are used to having to pay several times the price for a bottle of their favourite malts,” he adds. Wilson says better access to rums and rum makers have also contributed to this seed change. During the pandemic, the world in many ways got smaller and rum makers who had previously shied away from using technology were forced to embrace it (wifi permitting) to ensure their survival. He says thousands of people came together to discuss sugarcane spirits and meaningful connections were established between rum producers in the Caribbean and their ever-growing appreciators. Physical access to rums has also changed in recent years. Historically, French markets would predominantly sell rhum Agricole (made from sugarcane juice) from the likes of Martinique and Guadeloupe, and English speaking countries would typically sell rums from Barbados and other Caribbean islands, limiting the discovery of rums. As this has shifted, so too has the understanding and appreciation of rum. Similarly, social media has narrowed the gulf and empowered distilleries and rum enthusiasts to disseminate accurate information on rum and campaign against perceived wrongdoings. “In any spirits category there are many different levels of quality available,” Wilson explains. “I firmly believe that anyone who loves spirits but doesn’t love rum yet, just hasn’t tried the right rum for them. Perhaps their perceptions are skewed by some cheap bottle of rum they had when they were younger, or the fact that the average pub or supermarket might not offer a particularly premium selection (especially when considered next to the other spirits offerings).” Now things are changing, Wilson believes everybody has the chance to explore the very best of each spirits category and not just the “commercial rank and file” if they are willing to spend a little more on quality liquid. And rum is no different. “There are some exceptional rums that are of comparable quality to their favourite spirits,” he adds. In the same way whisky has its hard-core enthusiasts who are authorities on the subject in their own right, certain rums have developed a cult following which has driven up the cost of bottlings of certain styles from certain distilleries. High ester rums, for example, are a source of great fervour among rum fans. Jamaica is arguably the godfather of this style, with Réunion Island and a few other French territories also famed for this funky rum that in many cases wasn’t produced for consumption. Part of its appeal, according to Daniele Bondi from La Maison & Velier, is that high esters satiate in a way that whisky currently does not – on the matter of fermentation. “Historically, whisky has never spoken about raw materials or about the fermentation,” Bondi says. “Whisky normally speaks about the ageing, the master blender, and the magic. Here it is more a matter of raw materials so it is another point of view.” This point of difference and palate-altering taste is gaining in popularity. Bondi and others are quick to caution that it might be unwise to follow high ester count alone, in the same way whisky fans have pursued age statements. “It’s important not to chase the highest level of ester regardless the quality,” he says. “Esters are classified by quantity, and we know that connoisseurs love numbers on label, like for the ageing, where the worst mistake is the highest number equals the best. Also in ester amount this is a mistake: what is important is the balance of the product.” Another comparison that can be drawn with the whisky world and collectability is mothballed and closed distilleries. There have been several significant closures in the rum world – Caroni arguably being the most devastating to rum enthusiasts almost 20 years ago. Blends from closed distilleries, proprietary bottlings from a single distillery, and rums that have been produced via methods that have long since been lost have all become collectors’ items and driven scarcity in the category. While there is a market for these collectors’ items, Wilson feels true excitement towards rums that are currently flying under the radar. “You can get tremendous rums for incredible value and have something really enjoyable to explore,” he adds. “This may not always be the case though – we are already starting to see incredible demand for rums like Foursquare, Velier, and Caroni bottlings, all of which command multiple times their retail price at auction mere days after they are launched and sold out. “Even with the demand for rum going up, it is still incredible value when compared to liquid of a similar quality from the whisky categories.” For many reasons, we’re in the eye of a perfect storm for rum. Its high quality credentials, point of difference, and the tireless campaigning of certain individuals to put an end to the nefarious practices of some, ensure that rum is finally having its time in the sunshine. “If ever there was a time to build your rum collection, it was 10 years ago,” Wilson says. “The next best time is right now.” Explore rum or read more Editorial

Rum is one of the most misunderstood spirits categories. Burdened with less-than-premium associations of pirates and insipid cocktails, it’s taken a long time for the authentic, remarkable liquid to break through the malaise

Exploring how rum has grappled with misconceptions and finally started to be taken seriously for its authentic, remarkable liquid.

The evolution of rum

Azienda Agricola Musso

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