couple of articles on a new cuban rum - eminente.


Ken Gargett
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MOËT HENNESSY TO ‘CHALLENGE THE USUAL PERCEPTION OF CUBAN RUM’ WITH EMINENTE

15th February, 2021 by Patrick Schmitt

Luxury goods group Moët Hennessy is to “challenge the usual perception of Cuban rum” with the European launch of Eminente.

eminente-reserva-rum-640x352.jpg

The new brand, which is being officially launched in the UK now by the drinks division of LVMH, is a near £50 Cuban rum with a seven-year age statement that’s been blended for sipping on its own; over ice or in cocktails.

Speaking during an online launched of Eminente Reserva on Friday, co-founder of the top-end rum, Briac Dessertenne, said, “We hope to challenge the usual perception of Cuban rum and Cuba as a whole.”

This is because of the rum’s upmarket positioning, style, sourcing and imagery, he explained.

Speaking further about the latter, Eminente co-founder and brand director, Camille de Dominicis, stressed that the packaging was novel for a Cuban product, before revealing the inspiration behind the rum’s appearance, which features a crocodile logo and ribbed glass, resembling the reptile’s skin.

“When people think about Cuba they think of the colourful streets, the cigars, the revolution; there is an amazing visual patrimony for Cuba, which is very related to what you see on postcards… but when we went to a distiller on the centre of the island, we realised it had much more to offer,” she said.

Among these elements is the country’s high level of endemic species, including the Cuban crocodile, which the islanders are trying to protect. It also gives its name to the local term for Cuba, which is the Isla del Cocodrilo, because the shape of island resembles the reptile when see from above, and it is this image that Eminente has chosen for its logo.

Other differences relate to the rum itself, which takes its inspiration from nineteenth century flavours of Cuban rum – these historical rums tended to be “more intense”, according to de Dominicis.

It also relates to the rum’s creator, César Martí, not only because he is considered especially talented, but also due to the location of his upbringing on the island. Martí is one of the island’s ten Maestros Roneros (master Cuban rum distillers) – the youngest ever to acquire this status – and he grew up in Cuba’s Central Province of Villa Clara, where he was born into a family of sugar cane farmers.

It is in this part of the island where the rum is distilled, giving a specific character to the spirit, according to de Dominicis.

“The taste of rum from the centre of the island is a bit unknown,” she explained. Continuing she said, “When you try and summarise the two main styles of Cuban rum, one is the western style, called occidente, the source of Havana Club, and the other is the eastern style, or oriente, and our central style is a mix of the two.”

While the western style is generally heavy and robust, and designed for making cocktails, the eastern style is generally lighter, fruitier and made for sipping on its own. As for the central style, that tends to be “where both frontiers meet”, according to UK brand manager for Eminente, Max Helm.

“It is a rum with versatility; it is great for cocktails because it has structure, but at the same time it has fruit, making it great for sipping as well,” he said.

Continuing he commented, “You don’t see many central styles coming out of Cuba,” which makes Eminente unusual in the world the world of Cuban rum.

cesar-marti-640x352.jpg

César Martí

There are other distinctive elements to the rum too. These relate to the “fully-ripe” sugar cane used for the rum-making process, ensuring that the base material has a high sugar content, along with the short fermentation times employed, which yield something “light and fruity”. Then there’s the rum’s minimum ageing period of seven years in white oak barrels, which provides depth and richness to the product.

Considering that one year of ageing a spirit in Scotland would be the equivalent to three years in Cuba’s tropical conditions, the seven-year period is significant.

But a “massive part of Eminente” in terms of its impact on the character of the rum is the high content of “pre-revolution aguardiente,” according to Helm, which reaches a new high of 70%, with the remaining 30% being Cuban light rum.

According to Helm, it is more normal to have less than 20% of agudiente de cana in a Cuban rum.

“This [high level of agudiente] is unseen before, and it gives lot of depth, complexity and length to the rum,” he said.

Referred to as ‘the soul of Cuba’, aguardientes are the most flavourful and complex eaux-de-vie that the island produces from molasses distilled to 75% ABV, which are then aged in white oak barrels that were once used for ageing whisky, blended and aged again with traditional light Cuban rum distilled to 96% ABV.

The aguardiente brings the complexity and depth of aromas, while the light rum adds vitality, thanks to the strength of the alcohol.

Eminente Reserva is aged for a minimum of seven years and is one of only a handful of Cuban rums to be classified ‘Denominación de Origen Protegida’ (D.O.P. Ron de Cuba). This status is granted by a Regulatory Council: the D.O.P. Ron de Cuba which dictates strict rules to ensure the authenticity and high standards of Cuban rum.

Eminente Reserva is available now from www.Eminente.com with an RRP of £47.

 

 Cuban rum Eminente makes UK debut

16th February, 2021 by Melita Kiely

Moët Hennessy has unveiled a new Cuban rum, called Eminente, created by the island’s youngest maestro ronero (master rum distiller).

Eminente-Reserva

Cuban rum Eminente Reserva has been aged for a minimum of seven years

Eminente Reserva was curated by César Martí, who earned the title of maestro ronero in just nine years after being mentored by José Navarro Campa.

The rum is a blend of aguardientes, which are eaux-de-vies made from molasses distilled to 75% ABV. These were then aged in white oak barrels that previously held whisky.

The liquid was then blended and aged again with light Cuban rum distilled to 96% ABV. The blend of aged aguardientes and light rums creates Cuban rum.

Eminente Reserva was matured for a minimum of seven years and is classified as ‘Denominación de Origen Protegida’ (DOP Ron de Cuba). The status is given by the Regulatory Council: the DOP Ron de Cuba.

Bottled at 41.3% ABV, Eminente Reserve is priced at RRP £47 (US$65) per 700ml bottle.

Max Helm, brand ambassador and market manager, said: “We are delighted to see Eminente officially launched in the UK, particularly at a time when the rum category is increasingly dynamic and diverse.

“We believe Eminente’s story, the Cuban heritage and the delicious liquid in the bottle are an energising addition to this exciting spirit category and that it will bring a fresh perspective to Cuban rum, from how and where it is made, to how it can be served and enjoyed.”

The bottle design aims to celebrate Cuba’s culture and heritage. The textured glass bottle and crocodile-shaped island depicted on the label are a nod to the country’s native animal.

A second label on the side of the bottle has been designed to replicate a travel ticket, and tells the story of the brand in the words of Martí.

Eminente Reserva is recommended to be enjoyed neat, over ice or mixed in cocktails.

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Hmm. I’m willing to be proven wrong, but this all smells of narrative and brand rather than product and flavour. Notably no tasting notes. We all know ‘premium spirits’ are a license to print money if you can sustain the price point at sufficient volume...

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5 hours ago, mprach024 said:

Can we see this in a Kenfessions?

no idea if it is even in Oz yet. or coming here. plus LVMH go through periods where they are keen to show you everything and then periods where they won't let you smell a cork. we are currently in the latter! 

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13 hours ago, RDB said:

Hmm. I’m willing to be proven wrong, but this all smells of narrative and brand rather than product and flavour. Notably no tasting notes. We all know ‘premium spirits’ are a license to print money if you can sustain the price point at sufficient volume...

not tasted it so can't comment but as for the articles not having tasting notes, i've read thousands of these sorts of pieces and from these sources in a piece about a new release, they simply do not include them. i'm sure that there will be plenty of notes elsewhere and that includes these sources. that doesn't concern me. 

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https://www.masterofmalt.com/rum/eminente/eminente-reserva-7-year-old-rum/

https://www.masterofmalt.com/blog/post/lvmh-launches-premium-cuban-rum-brand-eminente.aspx

Eminente Reserva 7 year old tasting note:

Nose: Lots of cinnamon spice with fresh cherries and a little dried fruit plus followed by dark chocolate, coffee and tobacco.

Palate: Fresh, fragrant and floral, light body, just a touch of sweetness, some pepper, then toffee, chocolate and coffee swing in. With a little smokiness in the background. 

Finish: Long and layered with sweet dark chocolate. 

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4 hours ago, Fuzz said:

https://www.masterofmalt.com/rum/eminente/eminente-reserva-7-year-old-rum/

https://www.masterofmalt.com/blog/post/lvmh-launches-premium-cuban-rum-brand-eminente.aspx

Eminente Reserva 7 year old tasting note:

Nose: Lots of cinnamon spice with fresh cherries and a little dried fruit plus followed by dark chocolate, coffee and tobacco.

Palate: Fresh, fragrant and floral, light body, just a touch of sweetness, some pepper, then toffee, chocolate and coffee swing in. With a little smokiness in the background. 

Finish: Long and layered with sweet dark chocolate. 

ta fuzz. good stuff. 

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A friend in the business, store manager of the shop with the largest selection of Cuban rum in Ireland, called the LVMH representative here yesterday about this. They have no plans to bring it in to Ireland, at least not yet. Often happens here.

Nice looking bottle. Good to see the review, thanks Fuzz, that it's not too sweet. Good news that the reviewer compares it to Santa Teresa. Lighter, fruity, spicier is more my bag than some of the overly sweet, syrupy stuff. 

With some better news, there is a shipment of Paticruzado rum coming. I think this has been recently relaunched for export in Cuba. And I believe there are connections to the old Cuban Matusalem brand. Very much looking forward to that.

 

 

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