
Last week, I remarked briefly on persons who are famous or excel in some aspect of their lives, who then go off an lend their names to another product, like spirits – Blackwell was one of these, George Clooney’s Casamigos tequila is another, Bailey Pryor’s Real McCoy line might be among the best known, and here is one that crossed my path not too long ago, a Hawaiian white rum made with the imprimatur of Van Halen’s Sammy Hagar who maintains a residence on Maui and has long been involved in restaurants and spirits (like Cabo Wabo tequila) as a sideline from the gigs for which he is more famous.
It’s always a toss-up whether the visibility and “fame” of such a rum is canny branding / marketing or something real, since the advertising around the associated Name usually swamps any intrinsic quality the spirit might have had to begin with. There’s a fair amount of under-the-hood background (or lack thereof) to the production of this rum, but for the moment, I want to quickly get to the tasting notes, just to get that out of the way.
First off, it’s a 40% rum, white, and filtered, so the real question is what’s the source? The back label remarks that it’s made from “first pressing of virgin Maui sugar cane” (as opposed to the slutty non-Catholic kind of cane, I’m guessing) but the YouTube video (timestamp 1:02) that promotes it suggests brown sugar (which is true) so, I dunno. Whatever the case, it really does smell more like an agricole than a molasses-based rum: it starts, for example, with soda pop – sprite, fanta – adds bubble gum and lemon zest, and has a sort of vegetal grassy note that makes me think that the word “green” is not entirely out of place. Also iced tea with a mint leaf, and the tartness of ginnip and gooseberries. It’s also surprisingly sharp for something at standard strength, though not enough to be annoying.
In that promotional video, Mr. Hagar says that the most distinct thing about the rum is the nose, and I believe it, because the palate pretty much fails by simply being too weak and insufficient to carry the promise of the nose on to the tongue in any meaningful way. It’s sharp and thin, quite clear, and tastes of lemon rind, pickled gherkins, freshly mown grass, sugar water, cane juice, and with the slightly off background of really good olive oil backing it up. But really, at end, there’s not much really there, no real complexity, and all of it goes away fast, leaving no serious aftertaste to mull over and savour and enjoy. The finish circles back to the beginning and the sense of sprite / 7-up, a bit of grass and a touch of light citrus, just not enough to provide a serious impression of any kind.
This is not really a rum to have by itself. It’s too meek and mild, and sort of presents like an agricole that isn’t, a dry Riesling or a low-rent cachaca minus the Brazilian woods, which makes one wonder how it got made to taste that way.
And therein lies something of an issue because nowhere are the production details clearly spelled out. Let’s start at the beginning: Mr. Hagar does not own a distillery. Instead, like Bailey Pryor, he contracts out the manufacture of the rum to another outfit, Hali’imaile Distilling, which was established in 2010 on Maui – the owners were involved in a less than stellar rum brand called Whaler’s which I personally disliked intensely. They in turn make a series of spirits – whiskey, vodka, gin, rum – under a brand called Pau, and what instantly makes me uneasy is that for all the bright and sparkling website videos and photos, the “History” page remarks that pineapple is used as a source material for their vodka, rum is not mentioned, and cane is nowhere noted as being utilized; note, though, that Mr. Hagar’s video mentions sugar cane and brown sugar without further elaboration, and the Hali’imaile Distilling Company did confirm they use a mash of turbinado sugar. However, in late 2016 Hali’imaile no longer makes the Sammy’s rum. In that year the sugar mill on Maui closed and production was shifted to Puerto Rico’s Seralles distillery, which also makes the Don Q brand – so pay close attention to your label, to see if you got a newer version of the rum, or the older Hawaiian one. Note that Levecke, the parent company of Hali’imaile, continues to be responsible for the bottling.
With some exceptions, American distillers and their rums seem to operate along such lines of “less is more” — the exceptions are usually where owners are directly involved in their production processes, ultimate products and the brands. The more supermarket-level rums give less information and expect more sales, based on slick websites, well-known promoters, unverifiable-but-wonderful origin stories and enthusiastic endorsements. Too often such rums (even ones labelled “Super Premium” like this one) when looked at in depth, show nothing but a hollow shell and a sadly lacking depth of quality. I can’t entirely say that about the Beach Bar Rum – it does have some nice and light notes, does not taste added-to and is not unpleasant in any major way – but the lack of information behind how it is made, and its low-key profile, makes me want to use it only for exactly what it is made: not neat, and not to share with my rum chums — just as a relatively unexceptional daiquiri ingredient.
(#650)(72/100)
Other notes
- The rum is filtered but I am unable to say whether it has been aged. The video by Let’s Tiki speaks of an oak taste that I did not detect myself.

With all due respect to the makers who expended effort and sweat to bring this to market, I gotta be honest and say the Blackwell Fine Jamaican Rum doesn’t impress. Part of that is the promo materials, which remark that it is “A traditional dark rum with the smooth and light body character of a gold rum.” Wait, what? Even Peter Holland usually the most easy going and sanguine of men, was forced to ask in
With respect to the good stuff from around the island — and these days, there’s so much of it sloshing about — this one is feels like an afterthought, a personal pet project rather than a serious commercial endeavour, and I’m at something of a loss to say who it’s for. Fans of the quiet, light rums of twenty years ago? Tiki lovers? Barflies? Bartenders? Beginners now getting into the pantheon? Maybe it’s just for the maker — after all, it’s been around since 2012, yet how many of you can actually say you’ve heard of it, let alone tried a shot?
We hear a lot about Damoiseau, HSE, La Favorite and Trois Rivieres on social media, while J.M. almost seems to fall into the second tier of famous names. Though not through any fault of its own – as far as I’m concerned they have every right to be included in the same breath as the others, and to many, it does. 
Could a rum tropically aged for that long be anything but a success? Certainly the comments on the 

Some rums falter on the taste after opening up with a nose of uncommon quality – fortunately Rum Nation’s Réunion Cask Strength rum (to give it its full name) does not drop the ball. It’s sharp and crisp at the initial entry, mellowing out over time as one gets used to the fierce strength. It presents an interesting combination of fruitiness and muskiness and crispness, all at once – vanilla, lychee, apples, green grapes, mixing it up with ripe black cherries, yellow mangoes, lemongrass, leather, papaya; and behind all that is brine, olives, the earthy tang of a soya (easy on the vegetable soup), a twitch of wet cigarette tobacco (rather disgusting), bitter oak, and something vaguely medicinal. It’s something like a Hampden or WP, yet not — it’s too distinctively itself for that. It displays a musky tawniness, a very strong and sharp texture, with softer elements planing away the roughness of the initial attack. Somewhat over-oaked perhaps but somehow it all works really well, and the finish is similarly generous with what it provides — long and dry and spicy, with some caramel, stewed apples, green grapes, cider, balsamic vinegar, and a tannic bitterness of oak, barely contained (this may be the weakest point of the rum).
2014 was both too late and a bad year for those who started to wake up and realize that Velier’s Demerara rums were something special, because by then the positive reviews had started coming out the door, the prices began their inexorable rise, and, though we did not know it, it would mark the last issuance of any 




And why shouldn’t they? It’s a fifteen year old rum issued at a relatively affordable price, and is widely available, has been around for decades and has decent flavour chops for those who don’t have the interest or the coin for the limited edition independents.



Anyway, when we’re done with do all the contorted company panegyrics and get down to the actual business of trying it, do all the frothy statements of how special it is translate into a really groundbreaking rum? 


It is unknown from where he sourced his base stock. Given that this DeLuxe Gold rum was noted as comprising pot still distillate and being a blend, it could possibly be Hampden, Worthy Park or maybe even Appleton themselves or, from the profile, Longpond – or some combination, who knows? I think that it was likely between 2-5 years old, but that’s just a guess. References are slim at best, historical background almost nonexistent. The usual problem with these old rums. Note that after Dr. Sangster relocated to the Great Distillery in the Sky, his brand was acquired post-2001 by J. Wray & Nephew who do not use the name for anything except the rum liqueurs. The various blends have been discontinued.
Nose – Opens with the scents of a midden heap and rotting bananas (which is not as bad as it sounds, believe me). Bad watermelons, the over-cloying reek of genteel corruption, like an unwashed rum strumpet covering it over with expensive perfume. Acetones, paint thinner, nail polish remover. That is definitely some pot still action. Apples, grapefruits, pineapples, very sharp and crisp. Overripe peaches in tinned syrup, yellow soft squishy mangoes. The amalgam of aromas doesn’t entirely work, and it’s not completely to my taste…but intriguing nevertheless It has a curious indeterminate nature to it, that makes it difficult to say whether it’s WP or Hampden or New Yarmouth or what have you.
Finish – Shortish, dark off-fruits, vaguely sweet, briny, a few spices and musky earth tones.
Knowing the Demerara rum profiles as well as I do, and having tried so many of them, these days I treat them all like wines from a particular chateau…or like James Bond movies: I smile fondly at the familiar, and look with interest for variations. Here that was the way to go. The nose suggested an almost woody men’s cologne: pencil shavings, some rubber and sawdust a la PM, and then the flowery notes of a bull squishing happily way in the fruit bazaar. It was sweet, fruity, dark, intense and had a bedrock of caramel, molasses, toffee, coffee, with a great background of strawberry ice cream, vanilla, licorice and ripe yellow mango slices so soft they drip juice. The balance between the two stills’ output was definitely a cut above the ordinary.


Whether or not you can place Reunion on a map, you’ve surely heard of at least one of its three distilleries: 


I make this last observation because of its unrefined nature. Even at standard strength, it noses rather raw and jagged, even harsh. There are initial aromas of light glue, rotten bananas and some citrus, light in tone but sharp in attack. It also smells a little sweet and vanilla-like, with vague florals, apple cider, molasses, dates, peaches and dates, with the slightest rtang of burnt rubber coiling around the back there somewhere. But it sears more than caresses and it’s clear that this is not a lovingly aged product of any kind.
What it is, is a blend of “select rums” aged two years in sherry casks, issued at 42% and gold-coloured. One can surmise that the source of the molasses is the same as the Noxx & Dunn, cane grown in the state (unless it’s in Puerto Rico). Everything else on the front and back labels can be ignored, especially the whole business about being “hand-crafted,” “small batch” and a “true Florida rum” – because those things give the misleading impression this is indeed some kind of artisan product, when it’s pretty much a low-end rum made in bulk from column still distillate; and I personally think is neutral spirit that’s subsequently aged and maybe coloured (though they deny any additives in the rum).