Jun 192023
 

Some rum independents1 just have a certain…something. A kind of vibe, a sort of cool marketing pizzazz and reputational cred that sets them apart from the increasing number of such companies crowding the marketplace.

It’s a varied sort of thing: sometimes it’s a colourful and interesting owner or brand rep, like Mitch Wilson, Josh Singh, Karl Mudzamba, Eric Kaye, Luca, Fabio or Florent Beuchet. Other times it’s because of really good rums that fly under the radar, like Velier in the old days, or Tristan Prodhomme’s L’Esprit range, the one-off release of Stolen Overproof. And at other times it’s an unusual, even striking, bottle or label design, such as the original frosted glass bottles of the first Renegade rums, the Habitation Veliers with their informative label and delicate watercolours, the beautiful B&W photography of Rom Deluxe’s “Wild Series” or the superb minimalism of El Destilado’s Oaxacan rums.

Not many indies play in all three areas: those that do are assured of eyeballs and mindspace way beyond their actual market footprint, and here we are looking at a rum from one of them, That Boutique-y Rum Co. This offshoot of Atom Brands (which runs the Masters of Malt online shop in the UK) is almost like a masterclass in pressing all the marketing buttons at once. For one, they have a strikingly visual label ethos, having contracted with the artist Jim’ll Paint it, who includes factual information, easter eggs, sight gags and an irreverent sense of humour into all his brightly coloured designs. For another, they are repped around the place by the enormously likeable and knowledgeable Pete Holland (who also talks up Foursquare in his spare time when Richard can convince him to come in off the beach) — in a nice meta-twist, Pete is also on quite a few of the bottle labels himself. And thirdly their rums cover a wide gamut of the world’s most famous distillery selections (plus a few off the beaten track), many of which are really quite good.

Such an example is this rum, from the evocatively-named Madeiran distillery of O Reizinho (the name means “Little King”, “Kinglet” or “The Prince” depending on your translational tool), which some might recall fom when we met the rum before as Batch 1 which was released in 2018. Batch 2 was similar in that it was also an unaged white but with the proof jacked up to 57% and here, with Batch 3, the strength remains at 57% but it’s been aged for nine months in ex-Madeira casks, hence the bright gold colouring. Other details remain constant: cane juice, about a week’s fermentation, pot still. It can legally be called an agricole.

Even nine months’ ageing can produce some variations from the pure vegetal background of an unaged white going on all cylindersbut that does not appear to be the case with Batch 3 because if you close your eyes it could just as easily be one of those clear little monsters. Holy smokes, is this rum ever pungent. It exudes a sharp breath of vegetal, funky rumstink right from the startfruits going bad in hot weather, the chewing gum-flavoured bad breath of a furious fire-and-brimstone street preacher who doesn’t keep his distance (I wish I could tell you I made this up…), sharp strawberries and pineapples, green grapes, brine and pepper-stuffed olives. There’s some light citrus and watermelon cowering behind these, and some odd smells of what can only be described as potato starch in water, go figure, plus a hint of coconut shavings, ginger and lemon zest.

The palate is more balanced and dials down the aggro a fair bit, which is welcome. It’s warm and sweet (not too much), tastes of sugar cane sap, mint, olives, brine, olives with a background of pine sol, lemon, and hot cooking oil just at the smoke point. There are a few stray notes of green bananas, black peppers, vanilla and those coconut shavings. You can still sense the funkiness underlying all thispineapples and strawberries show up, as well as soft squishy overripe orangesbut it handles well, leading to a finish that’s medium long, no burn, quite warm, and brings each taste back to the front one last time for a final bow. Some brine, pine-y notes, olives and oranges, with softer vanilla and banana and coconut and nail polish. Nice.

So, what to say here? It’s different from the rums we usually try, enough to be interesting and pique our desire for a challenge. The strength is completely solidit might be off-putting to some so a few drops of water might calm things down to manageable levels. The combination of sweet and sour and salt is good; what makes this score slightly lower in my estimation is the ageing itself, because it transforms the rum into something subtly schizophrenic, that’s neither fish not fowl, neither quite presenting the crisp clarity of an unaged white brawler, nor a more modulated aged rum whose rough edges have been sanded off. Oh, and that Madeira cask in which it was aged? Anonymous at best.

That said, the rum is nicely balanced, smells great (after you get past the preacher) and tastes decent. It’s a well done product and overall, if I did prefer Batch 1, that’s entirely a personal preference and your mileage might vary. At the end of it all, what all these O Reizinho rums do is keep the flags of cheeky insouciance and reputation for interesting rumswhich have been a hallmark of TBRC since their establishmentfluttering nicely. And that’s good for all us rum drinkers who want to go off the reservation on occasion.

(#1007)(84/100) ⭐⭐⭐½


Other notes

  • It’s a little unclear which the rum actually refers to, since in 2018 TBRC released a 3YO aged batch #1 of 1936 bottles at 52.6% and with a label design pretty much the same as all the others. So there are clearly two streams of these O’Reiz releasesone aged, one notwhose labels might easily be confused: pay close attention to what you’re buying with them.
Feb 042019
 

Last October, I ran into Pete Holland of the Floating Rum Shack at the Berlin Rum Fest (literallyI tripped and nearly fell into his shelf of rums, and he saved them by interposing himself so they would not be damaged, even if I was). Although we, as long-existing rum bloggers, knew of each otherall of us know each other in the Oasiswe had only met once before, so I bee-lined over to see what he was doing. It turned out he was stewarding the line of rums from the cheekily named “That Boutique-y Rum Company” (hereinafter referred to as TBRC) a division of Atom Brands, which in turn runs the Master of Malt online spirits shop (and which also self releases and self reviews the Cornelius Ampleforth rum, if you recall). Pete steadied me, indicated the whole range on display, and asked what I wanted to try.

I looked at all the familiar countries, ignoring most, looking for the unusual, not the standardsomething the brand has done that takes us into new territory to awe and enthuse (the way Foursquare has done with the ECS, L’Espirt is doing with its 2019 whites, Rum Nation did with the Supreme Lords, and Velier did withwell, just about everything). These days, I want something weird, off-kilter, new, exciting, differentand still tasty.

Alongside the Bajan, Mudland, Jamaican and other suspects (all of which had arresting and brightly-drawn, brightly-coloured labels that took Bristol Spirits’ colour scheme out back and whupped it), there was one from Travellers (Belize) and Bellevue (Guadeloupe)this looked promising. But after five minutes of chatting, I was having difficulty making a decision so, I asked him: “If you had one rum out of this entire selection you’d want me to try, which one would it be?

Now you could tell that Pete, who is a consultant for the company, not an ambassador, really liked pretty much everything, which is why he kept his glass on the go the entire time from different bottles (under the pretext of helping out the bright-eyed but inexperienced rum chums swirling around the booth). “Yes mon, me drinkin’ de same rum dat me showin’ you, so it gotta be good, you could easily imagining him saying as he avoided braining passers-by with his tasting glass using graceful moves of the arm, never spilling a drop. So I was curious what his own favourite was, shorn of the need to sell anything to me.

He hesitated, seeing the trap, but then grinned, sipped again, and then pointed at a bottle off to the side, sharing the same colour scheme as the Enmore and the Bellevue. It was from O Reizinho, a Madeiran outfit of which I knew nothing except that it was from Madeira (which, as an aside, is an EU-recognized agricole producer). “That one.” And without losing his glass in the one hand, he proceeded to pour me a shot with the other, hefty enough to render me catatonic, then stood back to observe the results (much the way The Sage had done years back when I had tried my first clairin, the Sajous).

Strictly speaking, the rum is not that strong“only” 49.7%, which is a couple of whiskers away from standard. It was made in Madeira, which intrigued me, as I really enjoyed the Engenho Novo rums made by Hinton and Rum Nation; and it was a pot still rum, an unaged rum, and a “white,” all pluses in my book. And anyway, how could you not want to sample a rum named “The Kinglet”? I know I did, and not just because of his recommendation.

It didn’t disappoint, starting out with a firm aroma of salt and wax, very powerful. Earth mustiness, cardboard, loam, olives, bags of salt. Like a clairin, but softer. Fresh and deep, edging “crisp” by a whisker, and while the herbal notes of dill and grass and fresh sugar cane sap were there, they were not so much dominant as coexistent with the other notes mentioned before. A really outstanding set of aromas, I thought, with an excellent balancing act carried off in fine style.

And the taste, the mouthfeelwow, really nice. Warm, sweet, dry and fruity, with raspberries, bananas, pineapple, papaya, salt olives all dancing their way across the tongue, without any sharp nastiness to spoil the enjoyment: I like rums north of 60%, of course, but there was no fault to be found in the strength that was chosen here because even at that low power, it thrummed across the palate and still managed to provide a clear demo of all the proper notes. Excellent sipping dram as long as you’re okay with a not-so-furious amalgamation of sweet-brine-soya-miso-soup admixture. If it faltered some, it was on the finishand for the same reason the nose and palate were so good, i.e., the muted strength. That didn’t invalidate it (to me), and it was pleasant, sweet, soft, warm, firm and fruity, with just a little edge carrying over to complete the experience.

O Reizinho means “Little King” or “Kinglet” depending on whose translator you use, and is a small distillery perched on a hillside on Madeira’s east coast by Santa Cruz. It is run by Joao Pedro Ferreira, who returned from a sojourn in South Africa some years back to go into the rum business with his father. They source cane locally, crushing it in one pass only (no messing around with a 2nd pass or adding water) and then let it stand in a week-long fermentation period. Then it’s run through a wood-fired steam-injected pot still, which on a good day can provide a dozen runs. So French island nomenclature notwithstanding, this is an agricole spirit, and it adheres to all the markers of the cane juice rhums, while providing its own special filip to the style.

Initially, to get things going for the first release, TBRC bought some of those rums from a broker (Main Rum) the way so many new and old independents did and do. But this one was bought direct from O Reizinho, and the intention in the future is to continue to do so, and to go with both aged and unaged products from this tiny distillery. If they keep bottlingand TBRC keeps issuingjuice as fine as this, then all I can say is that the future is a bright one for them both, and I look forward to trying as much as I can from TBRC’s extended range of rums generally, and O Reizinho specifically. They’ve enthused me that much with just this one rum.

(#596)(86/100)


Other notes

  • Batch 1 of this rum is 487 bottles
  • Just for the record, I really enjoyed the brightly coloured, lighthearted design of the labels, which are a nice counterpoint to the minimalistfacts-onlylabels currently in vogue. The artist is from the outfit Jim’ll Paint It (FB Link)(Website)- ATOM brands came up with the brief, then Jim brought it to life. In his work he reminds me somewhat of Jeff Carlisle, who didAnother Night at the Warp Core Cafe.