
At the opposite end of the scale from the elegant and complex mid-range rum of the Appleton 12 year old – a Key Rum in its own right – lies that long-standing rum favourite of proles and puritans, princes and peasants — the rough ‘n’ tough, cheerfully cussin’ and eight-pack powerful rippedness of the J. Wray & Nephew White overproof, an unaged white rum bottled at a barely bearable 63%, and whose screaming yellow and green label is a fixture in just about every bar around the world I’ve ever been in and escorted out of, head held high and feet held higher.
This is a rum that was one of the first I ever wrote about back in the day when I wasn’t handing out scores, a regular fixture on the cocktail circuit, and an enormously popular rum even after all these years. It sells like crazy both locally and in foreign lands, is bought by poor and rich alike, and no-one who’s ever penned a rum review could dare ignore it (nor should they). I don’t know what its sales numbers are like, but I honestly believe that if one goes just by word of mouth, online mentions and perusal of any bar’s rumshelf, then this must be one of the most well regarded Jamaican (or even West Indian) rums on the planet, as well as one of the most versatile.
Even in its home country the rum has enormous street cred. Like the Guyanese Superior High Wine, it’s a local staple of the drinking scene and supposedly accounts for more than three quarters of all rum sold in Jamaica, and it is tightly woven into the entire cultural fabric of the island. It’s to be found at every bottom-house lime, jump-up or get-together. Every household – expatriate or homeboys – has a bottle taking up shelf space, for pleasure, for business, for friends or for medicinal purposes. It has all sorts of social traditions: crack a bottle and immediately you pour a capful on the ground to return some to those who aren’t with you. Have a housewarming, and grace the floor with a drop or two; touch of the rheumatiz? – rub dem joints with a shot; mek a pickney…put a dab ‘pon he forehead if he sick; got a cold…tek a shot and rub a shot. And so on.
This is not even counting its extraordinary market penetration in the tiki and bar scene (Martin Cate remarked that the White with Ting is the greatest highball in the world). There aren’t many rums in the world which have such high brand awareness, or this kind of enduring popularity across all strata of society. Like the Appleton 12, it almost stands in for all of Jamaica in a way all of its competitors, old and new, seek to emulate. What’s behind it? Is it the way it smells, the way it tastes? Is it the affordable price, the strength? The marketing? Because sure as hell, it ranks high in all the metrics that make a rum visible and appreciated, and that’s even with the New Jamaicans from Worthy park and Hampden snapping at its heels.

Coming back to it after so many years made me remember something of its fierce and uncompromising nature which so startled me back in 2010. It’s a pot and column still blend (and always has been), yet one could be forgiven for thinking that here, the raw and rank pot-still hooligan took over and kicked column’s battie. It reeked of glue and acetones mixed up with a bit of gasoline good only for 1950s-era Land Rovers. What was interesting about it was the pungent herbal and grassy background, the rotting fruits and funky pineapple and black bananas, flowers, sugar water, smoke, cinnamon, dill, all sharp and delivered with serious aggro.
Taste wise, it was clear that the thing was a mixing agent, far too sharp and flavourful to have by itself, though I know most Islanders would take it with ice and coconut water, or in a more conventional mix. It presented rough and raw and joyous and sweaty and was definitely not for the meek and mild of disposition, wherein lay its attraction — because in that fierce uniqueness of profile lay the character which we look for in rums we remember forever. Here, that was conveyed by a sharp and powerful series of tastes – rotten fruit (especially bananas), orange peel, pineapples, soursop and creamy tart unsweetened fresh yoghurt. There was something of the fuel-reek of a smoky kerosene stove floating around, cloves, licorice, peanut, mint, bitter chocolate. It was a little dry, and had no shortage of funk yet remained clearly separable from Hampden and Worthy Park rums, and reminded me more of a Smith & Cross or Rum Fire, especially when considering the long, dry, sharp finish with its citrus and pineapple and wood-chip notes that took the whole experience to its long and rather violent (if tasty) conclusion.
So maybe it’s all of these things I wrote about – taste, price, marketing, strength, visibility, reputation. But unlike many of the key rums in this series, it remains fresh and vibrant year in and year out. I would not say it’s a gateway rum like the Pusser’s 15 or the Diplo Res Ex or the El Dorado 21, those semi-civilized drinks which introduce us to the sippers and which we one day move beyond. It exists at the intersection of price and quality and funk and taste, and skates that delicate line between too much and too little, too rough and almost-refined. You can equally have it in a high-class bar in Manhattan, or from cheap plastic tumblers with Ting while bangin’ down de dominos in the sweltering heat of a Trenchtown yard. In its appeal to all the classes of society that choose it, you can see a Key Rum in action: and for all these reasons, it remains, even after all the years it’s been available, one of the most popular — even one of the best — rums of its kind ever made, in Jamaica, in the West Indies, or, for that matter, anywhere else.
(#665)(83/100)
Other notes
- Unaged pot and column still blend
- The colours on the label channel the colours of the Jamaican flag



I’ll get straight to it, then, and merely mention that at 85% ABV, care was taken – I poured, covered the glass, waited, removed the cover, and prudently stepped way back.

I’ll leave you to peruse Steve’s enormously informative company profile for production details (it’s really worth reading just to see what it takes to start something like a craft distillery), and just mention that the rum is pot still distilled from juice which is initially fermented naturally before boosting it with a strain of commercial yeast. The company makes three different kinds of white rums – pot still white, high ester white and a blended white, all unaged. I tried what is probably the tamest of the three, the Select, which the last one, blended from several cuts taken from batches processed between October to December of 2018 and bottled at 58%. All of this is clearly marked on the onsite-produced label (self-engraved, self-printed, manually-applied), which is one of the most informative on the market: it details batch number, date, strength, variety of cane, still, number of bottles in the run…it’s really impressive work. 


It’s become a sort of personal hobby for me to try unaged white rums of late, because while I love the uber-aged stuff, they do take flavours from the barrel and lose something of their original character, becoming delicious but changed spirits. On the other hand, unaged 


I’ve never been completely clear as to what effect a resting period in neutral-impact tanks would actually have on a rum – perhaps smoothen it out a bit and take the edge off the rough and sharp straight-off-the-still heart cuts. What is clear is that here, both the time and the reduction gentle the spirit down without completely losing what makes an unaged white worth checking out. Take the nose: it was relatively mild at 40%, but retained a brief memory of its original ferocity, reeking of wet soot, iodine, brine, black olives and cornbread. A few additional nosings spread out over time reveal more delicate notes of thyme, mint, cinnamon mingling nicely with a background of sugar water, sliced cucumbers in salt and vinegar, and watermelon juice. It sure started like it was out to lunch, but developed very nicely over time, and the initial sniff should not make one throw it out just because it seems a bit off.
Consider first the nose of this 


Nose – Starts off with plastic, rubber and acetones, which speak to its (supposed) unaged nature; then it flexes its cane-juice-glutes and coughs up a line of sweet water, bright notes of grass, sugar cane sap, brine and sweetish red olives. It’s oily, smooth and pungent, with delicate background notes of dill and cilantro lurking in the background. And some soda pop.
Rumaniacs Review #091 | 0598







The pattern repeated itself as I tasted it, starting off sharp, uncouth, jagged, raw…and underneath all that was some real quality. There were caramel, salty cashews, marshmallows, brown sugar (


Anyway, here’s what it was like. The nose of the Ilha da Madeira fell somewhere in the middle of the line separating a bored “meh” from a more disbelieving “holy-crap!”. It was a light melange of a playful sprite-like aroma mixed in with more serious brine and olives, a little sweet, and delicate – flowers, sugar water, grass, pears, guavas, mint, some marzipan. You could sense something darker underneath – cigarette tar, acetones – but these never came forward, and were content to be hinted at, not driven home with a sledge. Not really a brother to that fierce Jamaican brawler, more like a cousin, a closer relative to the 
Well, that out of the way, let me walk you through the profile. Nose first: what was immediately evident is that it adhered to all the markers of a crisp agricole. It gave off of light grassy notes, apples gone off the slightest bit, watermelon, very light citrus and flowers. Then it sat back for some minutes, before surging forward with more: olives in brine, watermelon juice, sugar cane sap, peaches, tobacco and a sly hint of herbs like dill and cardamom.