Deja Vu Dept: Cruzan's new Estate Diamond

Post by **Capn Jimbo** » Sat Nov 02, 2013 6:39 pm

I'll believe it when I taste it...

In a recent post attention was drawn to Bacardi's new Facundo Selection - a look-at-me series of four very overpriced, poorly (but overly) described rums beginning with an "up to" 8 Year clear (yes, clear!) at about $45, and proceeding to an "up to" 23 year Paraiso at around $250. Without question rums designed for three things: prestige, the 1% and perhaps the opening salvo in replacing the aged Caribbean rums that the Big Three will be driving out of business.

Perhaps not to be left out Cruzan has re-released their long ago discontinued and very highly respected Cruzan Estate Diamond 5 Year. I discovered this issue at Total Wine for about $24. And like Bacardi's new issues Cruzan's "new" re-release is both good and bad...

The Good...

Some of you may actually remember the original Estate Diamond Five Year which was very, very well respected. This was before Cruzan, er Fortune later decided to discontinue it and compete in a race to the bottom of barrel against the Batshit Dingleberry and their like. At the same time their two year rums became NAS (no age stated) and as for the misnamed "Single Barrel" - don't even bother.

Now if the Estate Diamond is anything like the original, under other circumstances I'd be forced to re-recommend it. But (a) I doubt it and (b) read on...

The Bad...

Unfortunately in those ensuing years Cruzan became acquired by Fortune, dialed down their entire line, added a train load of phony "flavored" and "spiced" concoctions and got their multimillion dollar share of the rum subsidies that in time will blow away the real Caribbean rum we hold so dear. Knowing this, the marketing mavens at Cruzan have gone full circle to re-introduce the name (if not the rum) of the Estate Diamond.

With all due respect for our Caribbean friends I can in no way encourage any caring person to buy this rum. And that's final.

Hassouni · Post by **Hassouni** » Thu Sep 11, 2014 12:30 am

I'm guessing nobody has tried this? It does say minimum 5 year...

da'rum · Post by **da'rum** » Thu Sep 11, 2014 1:58 am

Fortune= not even if it was the last rum on earth and cherubs flew out of the bottle singing stairway to heaven.

The Black Tot · Post by **The Black Tot** » Sun Sep 14, 2014 5:03 am

Well, I'd at least have to let the cherubs out in the aisle and then run, without paying.

Post by **Capn Jimbo** » Sun Sep 14, 2014 9:30 am

In a moment of service to you...

I actually agreed to re-review the "new" Diamond, even though I have no doubt that just like the old/new and mislabelled "Single Barrel" it is NOTHING like the original of ten years ago. I made this commitment - to bite the subsidized bullet - in the interest of helping out a good chap here.

I hated the idea of spending $20 for an experience I simply know will be unsatisfactory (that's two strikes), but still - our good chap wanted to know. I knew that the "new" Single Barrel was nothing like the old. Even the "new" MGXO has paled. But in the end, and sorry my good friend...

The situation is so dire and so far along that we can no longer excuse ourselves for a temporary lapse. But the Virgin Island and Puerto Rico evisceration of the market - with the massive subsidies growing yet again with their newly approved qualification of GNS and rum made elsewhere, means simply...

I just can't do it. My apologies...

The Black Tot · Post by **The Black Tot** » Sun Sep 14, 2014 6:38 pm

It's my fault.

I got so excited about finding a current release that scored a 9 on the RP reviews, that I forgot it was a Fortune brand.

It's easy to slip.

I'd still like to know, academically, if the diamond estate truly did get castrated. Maybe someone can keep their eyes peeled for a reviewer that we trust, and let me know if a review gets done.

I'd also like to know more about the decline of MGXO. When precisely did it start going downhill, and how do you tell a good older bottle from a lesser newer one? I was planning on buying a case when I got off, but now it seems like it's not so simple as that. Educate me.

No apology required.

Post by **Capn Jimbo** » Sun Sep 14, 2014 8:56 pm

Regarding the MGXO...

It's hard to say, but the beginning may have been about the time they changed from their old and classic bottle design to the "expensive" looking new one. For sure changes began to be apparent around 2012 and the institution of the massive subsidies.

Don't get me wrong - MGXO is still a very good rum; it's just no longer great. For that you'll have to part with about $95 for the 1703 which remains perhaps the finest rum we have ever tasted.

The Black Tot · Post by **The Black Tot** » Sun Sep 14, 2014 9:46 pm

OK, so while you were posting that, I read through this older thread here:

http://rumproject.com/rumforum//viewtop ... sc&start=0

Which does about the best job I can hope to discuss the issues. But let's get more specific then - What exact year did the bottle change? Also, since I don't have one in front of me and won't have for some time, is there an easy to read date code on MGXO's newer bottle?

What do we think, experts? 2011 and earlier we should be good? 2010?

I have a bottle of 1703, but haven't tasted it in about two years. I started here during a long stint away from home which I'm still in the middle of, so I intend to return all guns blazing, but I'm looking for the info I need to hunt down some of the oldies and goodies.

da'rum · Post by **da'rum** » Mon Sep 15, 2014 1:29 am

See that is one of the great tragedies of the big threes war on spirits. They do own some good products that are drinkable but as their collective bastardry is tearing the heart, independent distillers, care and quality out of the market we have to make the decision of immediate satisfaction over long term pleasure. If we say 'oh it's only a bottle to see if it's good' or 'I'm sure my couple of dollars doesn't nake any difference in the multi million sess pool' then we are making a mistake. Our dollars do count and are important. If you talk to one or two people about this and show them that accepting swill and corporate greed is not acceptable then they may pick up the baton as well and pass it on and so forth. Fuck these arseholes. Vote with your wallet and spread the news it is the small chance we have to maybe facilitate change. Otherwise we are just shouting at windmills.

Post by **Capn Jimbo** » Mon Sep 15, 2014 8:01 am

As to the MGXO change...

It took some searching, but I was horrified at the MGXO bottle change, particularly as the old, VERY classic bottle and label had been relatively unchanged for over a hundred years. It was the first indication of the marketing monkeys latching on (see 2nd post, here)...
http://rumproject.com/rumforum/viewtopic.php?t=14

That was late 2009. I don't know how to read the codes, sorry - anyone? In retrospect, it now seems that the first evidence of troubles is a bottle change. I noticed this yet again with Flor de Cana who has been through several recent bottle changes.

As a former marketer changes in logo, presentation, et al are not to be taken lightly or very easily. Think of the old classic Coca Cola bottle which is instantly recognizeable. Companies invest millions and years to create, establish and promote a successful presentation of their product and USP (unique selling proposition). When I see several design changes in a relative short time, I smell desperation...

*******
http://www.rum.cz/galery/cam/bb/mountgay/index.htm

Hassouni · Post by **Hassouni** » Thu Sep 18, 2014 12:15 am

Oh fuck, Flor de Caña is heading down the bog too??

The Black Tot · Post by **The Black Tot** » Thu Feb 19, 2015 9:51 pm

I was in my storage space and I found an old label MGXO...

...for the life of me I don't know when or how I acquired it. But I was thrilled.

Probably going to grit my teeth soon and salt away some 1703s.

The Black Tot · Post by **The Black Tot** » Thu Feb 19, 2015 9:52 pm

I was in my storage space and I found an old label MGXO...

...for the life of me I don't know when or how I acquired it. But I was thrilled.

Probably going to grit my teeth soon and salt away some 1703s.