In reality it's all about what the marketing boyz like to call "premiumizing", ie raising the price and thereby the profit of a bottle of rum. "Premiumizing" is usually accomplished by making up a marketing story, creating an expensive sounding name, developing a premiumized bottle design and label and often accompanied by a claim of...
Finishing. Usually in a barrel formerly used for expensive sherry or cognac, or the like. As romantic and expensive as that may sound, often "finishing" is nothing more than a quick dunk in some very old and worn out barrels. Remember, most barrels are worn out insofar as effect in as few as two or three fills. Some of these "finishing" barrels are far older and far more used than that. They should be scrap wood or made into garden planting containers by then.
Ergo I sent Richard this question:
Moi:
"Hi Richard, and hope all is well.
I've enclosed a link about the subject of finishing aka double aging to encourage a dialogue. The points I have raised have to do with what appears to be the degradation of the "term" by - as always - the marketing departments.
For example your Doorly's XO was a true double aging, while many of the latest products are little more than a very quick dunk in very used old ex-sherry barrels (or other woods based on expense, price, demand and
availability).
"Finishing" thus became an abused term. No one knows what it means, but the marketing boys make sure that they affiliate it with "super-premium", and ultra special.
http://rumproject.com/rumforum//viewtopic.php?t=1475
Would you please read the opening post by me here, and then get back to me with your views. It would be nice if you posted there, but an email reply here is just fine if you'd rather.
Thanks as always...
Best,
CJ"
)