Product Launch - UK/US: Fair Spirits' Fair Rum
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Fair Spirits' Fair Rum
Category - Spirits, rum, five years old, Belize, 40% abv
Available - From this month
Location - UK, Harvey Nichols, Gerry’s and Wholefood Markets, and selected on-trade; US, selected off- and on-trade
Price - SRP of GBP38 (US$61); wholesale price of GBP20
Distribution - UK, La Maison du Whisky and Coe Vintners
Fair Spirits has launched what it claims is the first fair-trade rum into the the US and UK.
Fair Rum follows the company's fair-trade quinoa-based vodka, which was launched in France, the US and UK in 2010. At a launch event yesterday, Fair Spirits' UK head Matthieu Boulas told just-drinks the company hopes the premium rum can match the success of the vodka, which sells around 1,000 bottles a month.
The five-year-old Fair Rum is made from sugarcane from northern Belize and aged and bottled in France. Fair Spirits says the rum is “fair-trade certified from top to bottom”, which benefits farmers in Belize and is an important selling point for consumers.
“According to research we have done, about 74% of people are ready to pay a bit more for fair-trade alcohol,” Boulas said. “People are ready to give a bit more for charity.”
It was reported last week that Florida's Key West is to get its first rum distillery. Chef Distilled is being set-up by a professional kiteboarder.
FAIR. Rum originates from Belize, located south of Mexico and east of Guatemala. Ethical production of the rum enables farmers to cover their production costs, live from farming, educate their children and build schools. The sugar cane used to create FAIR. Rum is grown using organic and sustainable farming methods on small farm plots. Each stalk is carefully hand harvested in order to maximise the yield and protect the land. The growers are all members of the Belize Sugar Cane Farmers Association (BSCFA) and work to fair trade standards, which add value to their production. FAIR. works closely with The Fairtrade Foundation to ensure that it pays the farmers at a fair price by adhering to over 200 rules and guidelines.
Sugar cane has been grown in the north of Belize by many generations of farmers, where the prevailing conditions make it the most suitable high-production crop. The sugar industry is an important socio-economic factor in Belize, providing significant employment and rural stability. Poverty levels of around 30% of the population in the sugar belt are relatively low due to the incomes and employment generated by the sugar industry, which also finances housing, education, health and recreational activities through a welfare fund.
FAIR. Rum is made from molasses from this sugar cane and then aged for five years in American oak barrels. It is then shipped to Cognac, France where the master distiller perfects the rum.
FAIR. Rum has a complex, aromatic structure. Its colour is a mix of amber and gold and has on the nose notes of chocolate, coffee and grilled bananas. The rum has a smooth mouth-feel with palatable hints of vanilla and chocolate. It is neither too sweet, or harsh, which makes it perfect for sipping neat, or for use in an Old Fashioned cocktail.
FAIR. Rum is distributed by La Maison du Whisky as well as Coe Vintners in the UK and RRP is £38.00 for a 70cl bottle. Exclusive stockists are currently Harvey Nichols, Gerry’s and Wholefood Markets. You can also drink FAIR. Rum at a number of top London bars, including China Tang, Le Meridien and Skylon.
Expert bar manager at Skylon, Nebojsa Kutlesic is a keen supporter of FAIR. and will also be creating a number of unusual cocktails with FAIR. Rum. If you would like to visit Skylon to take in the stunning views of the South Bank, as well as try a bespoke cocktail made by Nebojsa, please do let us know and we can arrange this for you.
Original source: Company Release
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