Even the young one. Big Burr on the other hand is a really sweet guy and deserves all his hard won success. Were it not for him, we'd have never, ever proceeded on our journey. A real gentleman. The other thing that I love and respect about the erstwhile Burr Brothers is that they have no qualms about being totally, honestly and openly commercial - unlike the Shillery and their pretense of being simply lovers of rum (pardon me while I puke).
"Well, the latest unvarnished promo by the Burr boyz are the "new" Shellback rums from none other than - please clench your buttocks tightly - Gallo! Yup, GALLO?! The producer of relatively inexpensive and mostly bottom shelf jug wine specifically designed for college weekend warriors on a budget, among others.
Trust me I know. Gallo and I passed Differential Equations together, along with pitchers of 3.2 beer. Drink til you puke, then drink some more. And hopefully pass the final.
Now the following is a direct borrow, which I justify on earlier posts that make clear that most everything from most every commercial promoter is almost always "borrowed" from the distiller's marketing department. Here goest:
And..."Gallo announces Shellback Rums from Barbados
August 31, 2012 at 2:15pm
With growing success in the spirit categories, Gallo expands its product line with the addition of Shellback Rum, a fine rum produced in Barbados.
Offering silver (white) and spiced expressions, Shellback presents rums that hearken naval tradition and Caribbean history at popular prices.
Shellback Silver features floral overtones layered with the suggestion of vanilla and tropical fruit, followed by a smooth, clean finish.
Shellback Spiced has no added sugar and features a combination of all natural spices from around the world including: cinnamon bark oil from Sri Lanka and Ceylon; ginger oil from China and Africa; clove oil from Madagascar and India; nutmeg from Indonesia; cassia from Vietnam and China; vanilla from Madagascar and allspice from the Caribbean.
Both expressions are a blend of continuous and pot still components featuring neutral, heavy and aged light rum. Adding further depth to the final Shellback Spiced blend, the aged light rum spends a minimum of 12 months in once-used American bourbon barrels resulting in a smooth, clean taste layered with notes of caramelized honey, dark roast and brown spice...
Both expressions are a blend of continuous and pot still components featuring neutral, heavy and aged light rum. Adding further depth to the final Shellback Spiced blend, the aged light rum spends a minimum of 12 months in once-used American bourbon barrels resulting in a smooth, clean taste layered with notes of caramelized honey, dark roast and brown spice.
"In a category that has grown for 10+ consecutive years, particularly in the premium rum segment, Shellback Rum is poised to establish a defined position within the premium category," said Gerard Thoukis, Senior Director of Marketing, Shellback. "In partnership with WIRD's extensive expertise and library of flavors, Shellback Rum delivers the fresh flavors and smooth, clean taste that today's modern consumer is looking for without the burn or harsh finish. Shellback Rum has a distinct profile that we feel is unmatched in the current premium rum space and we are thrilled to be a part of the potential of such an exciting category."
And...
"The name is derived from an expression that defines an experienced sailor, revered for his nautical progression and courage, who has achieved the landmark triumph of crossing the equator. Shellback Rum honors the proud naval tradition of these sailors with its Caribbean roots and refined taste. Shellback allows experienced rum enthusiasts the opportunity to discover a modern 'progression' within rum.
Shellback is proud to partner with Barbados-based West Indies Rum Distillery (WIRD), established in 1893 by the entrepreneurial Stades brothers from Germany. With nearly 120 years of experience, WIRD provides a knowledge and expertise that is unmatched. With a distillery and an aging and distribution center, WIRD is expertly positioned to supply rum enthusiasts with a range of spirits that are authentically and proudly Caribbean.
Shellback rums are imported by Grand Antilles Cane Spirits of Modesto, California. The suggested retail price of each expression in the 750ml size is $17."
How much of this bushwa can a simple human being take?
Seriously, not much. Life is too short to compromise your better sensibility at the pen - er keyboard - wielded by typical new and snot-nosed copywritesr hired at Caribbean slave wages by the marketing department. Let's deconstruct this madness...
"Shellback Spiced has no added sugar and features a combination of all natural spices from around the world..."
Once again, I note that my long established campaign again added ingredients has had its intended effects - at least a little - with "no added sugar". But do not forget for a microsecond that "natural spices" is a heavily regulated and basicly meaningless term as "natural spices" may mean that the chemical concoction poured into the blend may have but a single "natural" component in only minute queantities while the heavy load is delivered by the usual artificial chemical imitation flavorings supplied by our favorite distiller aide - Dupont. Or equal.
But no "added sugar"? Possible, but this doesn't rule out artificial sweeteners does it? Nope. Next up...
"Both expressions are a blend of continuous and pot still components featuring neutral, heavy and aged light rum. Adding further depth to the final Shellback Spiced blend, the aged light rum spends a minimum of 12 months in once-used American bourbon barrels..."
The tip-off here should be obvious any idiot, and even any Shillery monkey. Heading up the featured components list - spare me - is "neutral", uh, rum. Are you fackin kidding me!? In idiot speak that's probably just plain old vodka or grain neutral spirits (GNS): no real flavor to speak of. You can bet your mother-in-law that this may well be the major component, for I know of no one who adds just a tasty touch of tasteless alcohol to a blend. To further smear the edges of understanding is the mention of additional "heavy" and "aged light rum". Anyone care to guess how much?
As so well said by respected distiller Richard Seale about a certain Z-rum, paraphased, "...yup, there's probably a teaspoon of 23 year old in the bottle". As for the completely invented "Shellback" and their tales of seafaring rum drinkers, you decide.
Put that together with the misnamed, long list of "natural (not real, mind you) flavors - and it's a pretty good guess this doesn't pass my sniff test for a "super premium spiced rum". Maybe a "super marketed concoction" would be more appropriate? Who knows?
Only Gallo I guess. But as for me, I'll stick with their very tasty jug wines...
*******
Capn's Log: Friends, let's face it. There is no such thing as a "super premium spiced rum". No CEO/CFO in their rum right minds would take an expensively produced and well-aged fine pure rum, and then fack it up with bunch of aritificial and/or "natural" flavorings. This category is a totally, Sydney Frank style, made-up category as just another way to double your profits by futzing up vodka or GNS with a bucket full of flavorings, a backstory, clever bottle design and just enough very young rum to be able to print "rum" on the label.
As so well put by Frank, vodka is just alcohol and water - if I can triple the price, it's all profit. As for Shellback? You decide.
