I recently came across a small time rum promoting the "great honor" of having received something called a "SIP" award. What's that? You never heard of these awards? Don't feel bad, neither have I. So what are these quotable new awards? I decided to find out...
You see, my BS Meter was quivering as I smelled just another fledgling commercial stroke business, especially when I noted the few rums awarded. After waiting a respectable time and NOT receiving an answer, I sent one more, less kind and gentle request...Email to SIP:
"Hello!
My name is Capn Jimbo of The Rum Project, perhaps the largest completely independent rum reviewing and appeciation websites on the net. Links below. It is part of our mission to find and publicize new and interesting ventures in rum and spirits. I recently became aware of your spirits awards, specifically where you state...
“The SIP Awards is the only international spirits competition leveling the playing field for established brands and newcomers alike by enlisting consumers as judges.
We remain steadfast in our goal of providing one of the most reliable measures of beverage quality rating in the world. The SIP Awards is the only international spirit competition that delivers the opinions, thoughts and voices of the consumers to the general public.
We are always looking for knowledgeable consumers to join our tasting panel of judges for our upcoming competitions. At this time, we are not accepting applications for new judges. If you’re interested in joining our consumer judging panel or want to be notified of our upcoming events, please subscribe to our newsletter and follow us on facebook.”
Awards based on consumer preferences may or may not be advantageous, for on one hand they hope to eliminate the secrecy and bias of the commercial awards, wherein the judges tend to marketing oriented; on the other hand most consumers really don’t understand the spirits they are drinking. Ergo the value of brilliant, independent and skilled professionals like Dave Broom, the former Michael Jackson, and F. Paul Pacult for example.
I have a few questions for you...
1. How are the judges selected and from what pool?
2. How are the rums presented and tasted? Where, when, how, etc. Are the tastings blind? How are they scored? Who tabulates the scores? What kind of verbage and descriptions are recorded by the judges? Are the scores subdivided (eg aroma, taste), and if so how? Do you publish all the entrants/competitors and their scores?
3. In sum, how do you feel this adds to consumer education and understanding of the rums?
Sorry for the number and depth of questions, but you have made a bold claim that if true, is certainly worth reporting...
Cordially,
Capn Jimbo
Seriously, there comes a time in life when you simply have little patience for fooles. It comes with grey hair and the wisdom of long experience. To my great surprise I got this response..."Dear “Sips”...
Capn Jimbo of The Rum Project. I recently sent you the following email, as we are always interested in promoting new and valuable rum websites/awards and the like to our quarter million monthly readers. Kindly respond, as I plan to do an article about you with or without your input. The questions we have posed are reasonable and relevent to your stated goals – it would be of great concern to me if you choose not to respond accordingly.
Cordially,
CJ"
The email also featured a full color representation of their four awards - bronze, silver, gold and platinum - plus a dandy reproduction that made it clear that SIPS is also a proud sponsor of the American Red Cross. Not to mention what apparently is their slogan:From SIPS: Hello CJ,
I greatly appreciate your 2nd email, as your initial email may have been diverted to our spam folder. Would you allow us to respond to the questions you presented by Friday (7th), as I would like to have our director, Paul Hashemi, include his comments and input? Currently he’s traveling and will be returning at that time.
Again please accept our apology for the miss communication last week.
Cheers,
Sara Walker
Director of Operations
Spirits International Prestige Awards
63 Via Pico Plaza Suite 262
San Clemente CA 92672-3998
"Earn Your Reputation, Enforce Your Legacy, Let The People Decide". Wow! This was impressive, and I couldn't help but think how much the Rum Project could benefit from a little chutzpah, to wit:
"The Rum Project is proud to hand an occasional dollar bill to the needy street people populating our Fort Lauderdale street corners"
"Earn Your Doctorate of Rum, Don't be an Idiot, Be a Compleat Idiot of Rum and Things Spirit"
Stay tuned...
