An Underrated Spirit : The Hidden Charms of Rum

Is rum making a comeback?

Whether it is through pirate lore, the early days of exploration in the New World, or within smugglers’ tales during Prohibition, rum is pretty well entrenched in drink history. For a fun 5 minutes, check out Flaviar’s “A Brief History of Rum”

That being said, many people have pigeonholed rum in the past— limiting the spirit to cocktails that feature sweet, light, or tropical flavor profiles. This perception might stem from rum's compatibility with tropical ingredients like pineapple and coconut, as well as the influence of tiki culture on defining the category.

However, we are starting to see a shift, where rum is undoubtedly experiencing a resurgence, as spirit enthusiasts and bar professionals rediscover its rich history, diverse flavor profiles, and versatility in cocktails.

The continued wave of innovation and creativity within the bar and cocktail industry suggests that its time in the spotlight is on the rise, bringing well-deserved attention to this versatile and dynamic spirit.  

Just how much of a comeback is rum making? The Drinks Business recently reported that the rum category is expected to grow from $14.5 billion in 2022 to $20.2 billion in 2029, citing its multiple uses and wide appeal to multiple audiences—from cocktail enthusiasts and rare liquor collectors, to beach goers and young partiers.

So, what makes rum so versatile and great?

As rumrevival points out, rum is great because there is something out there for everyone, featuring a wide range of expressions.

Those expressions can be enjoyed in virtually every format, whether it is sipping a barrel-aged rum, using it in upscale culinary formats, or featuring it in feel-good drinks (think beach vibes). But also don’t overlook the fact that rum can also work in iconic cocktails like the Manhattan, Old Fashioned, or even a Boulevardier. The possibilities are pretty much endless.

Can we even classify rum as being underrated?

While rum has long been cherished in certain circles, it could be considered somewhat underappreciated compared to other spirits like whiskey, gin, and tequila . Check out Craft Cartel’s YT short, and why he considers rum to be one of the more underrated spirits. We tend to agree! 

Despite its rich history and diverse range of flavors, rum has often been overshadowed by other spirits in terms of mainstream recognition and appreciation. Luckily, that perception is starting to change for the better.

Looking for recommendations?

If you’re interested in trying out some delicious rum or broadening your horizons and trying something new, Lui has you covered!

The Cautionary Tale of David Chang

David Chang is no stranger to Internet flak

Last year, Chang caught the attention of the Internet for his elitist and unnecessary commentary of Costco's $5 rotisserie chicken. He later back peddled on during an episode on his formulaic celebrity food show, Chrissy and Dave Dine Out.

Then he got called out by the incredibly popular tryguys, when Chang tried to claim that he was hosting the very first live cooking show. As you can tell from the clip, it was not the first live cooking show…

He even got publicly defensive with a TikTok troll who called him out for having the alcohol shakes. (Just to reiterate here, he doesn’t in fact have the alcohol shakes, it was an erroneous claim)

If that wasn’t enough controversial fodder, in the last few years he has been heavily pushing a line of cookware that is designed to be utilized using a microwave instead of a stove or an oven. Chang will try to convince you that he's cracked the culinary code that the best mashed potatoes can be made in a conventional microwave, which of course has some people shaking their heads. But that is neither here nor there. I’m not trying to make a judgement on how a person markets their own products (and I don’t hate the product, for the record).

My point on all of the above? David Chang is becoming pretty insufferable and increasingly self-defensive. He's always been brash and a bit of a diva, but now he's taking it to a new, self-serving level. Case and point:

The Chili Crunch Drama

In case you haven't noticed, David Chang is once again taking Internet heat. Over the last several weeks, he’s been under fire for trying to trademark the term "Chili Crunch".

Chang’s attorneys sent cease-and-desist orders to companies that used “chili crunch” and “chile crunch.” It was a pretty brazen attempt to basically control an entire category of condiments and take credit for something that was already well-established by many others before him and something that can be seen as a cultural condiment.

Omsom, an independent, women-owned, business specializing in Asian noodles and sauces, gives a great perspective on how this is a dangerous and problematic message that Chang is trying to send to the industry he is supposedly trying to serve. Solomon Choi provides further perspective on Righteous Eats and shines light on how what he is doing is definitely legal, verging on immoral,  but something that isn't particularly new for David Chang.

Ultimately, Chang and his brand back peddled (as he usually does), and decided to give up the fight, issuing an apology.

So why are we singling out David Chang and using this incident as a cautionary tale?

I will admit, have a complicated relationship with food media stars. Growing up in a family that was extremely passionate about food, I developed an early appetite for culinary media.  I was an avid viewer in the early boom era of Food Network, idolizing stars like Emeril Lagasse and Bobby Flay.

In the mid-2000's, my father gave me a copy of Anthony Bourdain's Kitchen Confidential, and I was completely consumed by it. Subsequently, I started religiously watching No Reservations, and like countless others, Bourdain became the industry icon that I wanted to emulate the most.

And so I’m not trying to just hate on David Chang for the sake of it. I have enjoyed a lot of his content & shows in the past, I’ve eaten at several of his restaurants, and have read his cooking books. Like I said, relationships with mega media stars can be complicated.

David Chang is undoubtedly an industry trailblazer who reshaped the food media landscape, but his misstep with the Chili Crunch situation highlights the risk of letting fame, corporate greed, and ego overshadow community service. Instead of prioritizing the community's needs, he made it about himself. For someone who has been so integral in the food media landscape it is not a good look to have people from your own community coming after you.

And In the current state of food media, social media has completely changed the game. Tons of creators have created names for themselves on social media such as Nick DiGiovanni, Joshua Weissman, Uncle Roger, Guga, all making massive names for themselves on YouTube. With more established chefs and media stars evolved with the times such as Gordon Ramsey & Jamie Oliver. While you now have the short form creators gaining huge amounts of popularity as well such as Emily Mariko, Olivia Tied, & Susi Vidal.

Our point? While David Chang has been a very key figure in the Food media landscape (especially when it comes to Netflix), he acts like hes above everyone. And its great to see that while he paved the way, there are other incredible food creators out there as well who aren’t as divisive as he is that you can watch.  

-C

Tales of the Cocktail Announces Nominees for the Best Bars in the World.

Tales of the Cocktail is a massive yearly conference that brings together tens of thousands of bartenders, bars, hospitality industry peeps, spirit brands, media, and so many people together in the French Quarter of New Orleans every July. Its a great way for bartenders and industry folks to come together and learn with seminars, Network with other people, compete in competitions, and also party a bit, of course.

Yes it is hot and humid and feels insane to be there in July but nothing an Irish Coffee or two from Erin Rose cant fix. If you know, you know.

And they announced this week their nominees for the best bars by region and you can read the whole list here.

Some highlights for us were the inclusion of some of the spots local (well close enough) to us such as Papi in Portland, ME. & Equal Measure in Boston, MA being nominated for best new Cocktail Bars in the East Region. Blossom Bar is another incredible bar not too far from us that was nominated for best Restaurant Bar in the U.S and well deserved as well.

There were also plenty more incredible nominees you should check out as well especially some of my favorite bars in Montreal.

And were getting incredibly excited for another great year at Tales.
See you in July.

-L

In Other News 🍹

• Another Incredible Episode of Behind the Stick is out now, This week Lui & Leandro sat down with the incredibly charismatic & funny Jordan Hughes, better known as High Proof Preacher.

• The Ada Coleman Project, a dedicated digital space for women in the Bar Industry, is set to launch in April 2024.

• The Educated Barfly released an incredible video on how to Substitute Amari in your cocktails.

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