
In spite of being “just” a consultant, Pete Holland of The Floating Rum Shack is so completely identified with the rums of the cheekily named That Boutique-y Rum Company, that we sometimes overlook the fact the outfit is actually part of Atom Brands which runs the Masters of Malt online spirits establishment. The curious matter of his being seen as the face of the brand can be directly traced to two things – his consistent promotional work for TBRC online and off, and the irreverent paintings by Jim’ll Paint It that adorn the labels of the bottles, many of which feature Peter himself.
In a field ever more crowded with new bottlers, new distilleries and new (supposedly improved, but not always) offerings from the old houses, all vying for our limited attentions spans and slim, wife-approved budgets, one can hardly fault such an in-your-face marketing strategy, you can only admire how well it’s done. It helps, of course, that Peter really is a fun guy to hang out with, drink with and make jokes with (or at) – and that the rums the company has released so far have been pretty damned good.
Take this one, which proves that TBRC has a knack for ferreting out good barrels. It’s not often you find a rum that is from the French West Indies aged beyond ten years — Neisson’s been making a splash recently with its 18 YO, you might recall, for that precise reason. To find one that’s a year older from Guadeloupe in the same year is quite a prize and I’ll just mention it’s 54.2%, aged seven years in Guadeloupe and a further twelve in the UK, and outturn is 413 bottles. On stats alone it’s the sort of thing that makes my glass twitch.
Still, with the facts out of the way, what’s it like?
Very nice…if a little off the beaten track. Now here is a rum based on a batch of molasses (so it’s not a true cane juice agricole), and it starts off not with grassy and herbal and citrus aromas, but with crackers, caramel, and breakfast cereal (Fruit Loops, I say, from the experience of buying tons of the stuff for the Baby Caner back in the day). Which I like, don’t get me wrong…once I adjust my mental compass away from agricole territory. The nose also displays toffee, nougat, nuts, almonds and mixes that up with a softly emergent slightly sharp and piquant fruity bouquet that’s quite simply delectable. The balance among all these elements is really good, negotiating that fine and tricky line between muskiness, sweetness, crispness and sharpness in a way we don’t often see.
The palate confirms that we’re not dealing with a cane juice rum in any way – the wood is more evident here, there’s some resin-like backtaste, smoke, vanilla, molasses and brine, offset by light flowers, and a sort of subtle fruity sweetness. The fruits are kinda tough to pick apart – some red grapes, I suppose, pears, papaya – it’s all very light and just a tad acidic, so that the combined profile is one of a seriously good rum, concluding with a reasonably long finish that is sweet, salt, wine-y, and crisp, just the slightest bit sour, and overall a really welcome dram to be sipping after a tough day at the rumfest.
Guadeloupe rums in general lack something of the fierce and stern AOC specificity that so distinguishes Martinique, but they’re close in quality in their own way, they’re always good, and frankly, there’s something about the relative voluptuousness of a Guadeloupe rhum that I’ve always liked. Peter sold me on the quality of the O Reizinho Madeiran a while back, but have my suspicions that he has a soft spot for this one as well. Myself, I liked it a mite better, perhaps because there was just a bit more going on in the background and overall it had a shade more complexity which I appreciated. It’s a really delectable dram, well aged, damned tasty and one to share with all your friends.
(#694)(87/100)
Other Notes
Peter told me that the label was a little misleading. The initial image on the bottle I tried makes a visual reference to the (Gardel) distillery on Marie Galante, but it was actually distilled at Damoiseau’s Le Moule facility, from a batch of molasses rum produced on their creole column. The label has been redrawn and there’s a movement afoot to re-label future iterations — Rev 2.0 adds Peter to the artwork and pokes a little fun at the mistake.

Its standout aspect was how smooth it came across when tasted. As with the Albion we looked at before, the rum didn’t profile like anywhere near its true strength, was warm and firm and tasty, trending a bit towards being over-oaked and ever-so-slightly too tannic. But those powerful notes of unsweetened cooking chocolate, creme brulee, caramel, dulce de leche, molasses and cumin mitigated the wooden bite and provided a solid counterpoint into which subtler marzipan and mint-chocolate hints could be occasionally noticed, flitting quietly in and out. The finish continued these aspects while gradually fading out, and with some patience and concentration, port-flavoured tobacco, brown sugar and cumin could be discerned.
The “Indian Ocean Still” series of rums have a labelling concept somewhat different from the stark wealth of detail that usually accompanies a Velier collaboration. Personally, I find it very attractive from an artistic point of view – I love the man riding on the elephant motif of this and the companion
Man, this was a really good dram. It adhered to most of the tasting points of a true agricole — grassiness, crisp herbs, citrus, that kind of thing — without being slavish about it. It took a sideways turn here or there that made it quite distinct from most other agricoles I’ve tried. If I had to classify it, I’d say it was like a cross between the fruity silkiness of a St. James and the salt-oily notes of a Neisson.

It’s inoffensive in the extreme, there’s little to dislike here (except perhaps the strength), and for your average drinker, much to admire. The palate is quite good, if occasionally vague – light white fruits and toblerone, nougat, salted caramel ice cream, bon bons, sugar water, molasses, vanilla, dark chocolate, brown sugar and delicate spices – cinnamon and nutmeg. It’s darker in texture and thicker in taste than I recalled, but that’s all good, I think. It fails on the finish for the obvious reason, and the closing flavours that can be discerned are fleeting, short, wispy and vanish too quick.
The rum was standard strength (40%), so it came as little surprise that the palate was very light, verging on airy – one burp and it was gone forever. Faintly sweet, smooth, warm, vaguely fruity, and again those minerally metallic notes could be sensed, reminding me of an empty tin can that once held peaches in syrup and had been left to dry. Further notes of vanilla, a single cherry and that was that, closing up shop with a finish that breathed once and died on the floor. No, really, that was it.
Next word: “Black”. Baby Rum Jesus help us. Long discredited as a way to classify rum, and if you are curious as to why, I refer you to 


Rumaniacs Review #104 | 0677
Another peculiarity of the rhum is the “AOC” on the label. Since the AOC came into effect only in 1996, and even at its oldest this rhum was done ageing in 1991, how did that happen? Cyril told me it had been validated by the AOC after it was finalized, which makes sense (and probably applies to the 1976 edition as well), but then, was there a pre-1996 edition with one label and a post-1996 edition with another one? (the two different boxes it comes in suggests the possibility). Or, was the entire 1970 vintage aged to 1991, then held in inert containers (or bottled) and left to gather dust for some reason? Is either 1991 or 1985 even real? — after all, it’s entirely possible that the trio (of 1976, 1970 and 1952, whose labels are all alike) was released as a special millesime series in the late 1990s / early 2000s. Which brings us back to the original question – how old is the rhum?
Rumaniacs Review #103 | 0676











I don’t have any other observations to make, so let’s jump right in without further ado. Nose first – in a word, luscious. Although there are some salty hints to begin with, the overwhelming initial smells are of ripe black grapes, prunes, honey, and plums, with some flambeed bananas and brown sugar coming up right behind. The heat and bite of a 62% strength is very well controlled, and it presents as firm and strong without any bitchiness. After leaving it to open a few minutes, there are some fainter aromas of red/black olives, not too salty, as well as the bitter astringency of very strong black tea, and oak, mellowed by the softness of a musky caramel and vanilla, plus a sprinkling of herbs and maybe cinnamon. So quite a bit going on in there, and well worth taking one’s time with and not rushing to taste.
Could a rum tropically aged for that long be anything but a success? Certainly the comments on the
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 
Consider first the nose of this 
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?
Like most rums of this kind, the opinions and comments are all over the map. Some are savagely disparaging, other more tolerant and some are almost nostalgic, conflating the rum with all the positive experiences they had in Thailand, where the rum is made. Few have had it in the west, and those that did weren’t writing much outside travel blogs and review aggregating sites.