Diplomático produces some of the finest rums in the world. The Venezuelan distillery – located in La Miel at the foothills of the Andes – was founded in 1959 by Licorerías Unidas.

Diplomatico 1:1

Venezuelan-based Diplomatico produces some of the finest rums in the world. Explore the bottlings 

Diplomatico, premium Venezuelan rum

Diplomatico 

Of all the misconceptions about rum – and there are many – the belief that there aren’t any rules is arguably the most rife. “There is not a lack of regulation in rum,” Mitch Wilson, Global Brand Ambassador for Black Tot, says. “Rum is an umbrella term for an entire category, it does not specify a particular locale like ‘Barbados Rum’, ‘Jamaican Rum', 'Guyanese Rum’ would. Just as there is no 'one rule' for all the different whiskies around the world, there is no one rule for all of the different rums either.” Industry legend Richard Seale picks up the point. “Rules do vary from country to country in rum but that is no different to any spirit. What is different about rum is that it is rarely protected in export markets with a generic rule applying to all origins. “For example, rhum Agricole is a protected term in the EU, but in the US, you can use the term agricole with impunity. Jamaica excise law has protected its rum from adulteration for as long as Scotch whisky [regulations have existed] but you can find Jamaican rum with added sugar for sale in the EU and there is nothing at the moment to stop it.” Herein lies one of rum’s greatest problems and a source of the most heated debates: abuse. “Many rum brands have got away with misleading age claims and egregiously adulterating their products,” Seale explains. “There is little impetus to regulate. I am quite sure if similar happened with whisky, the Scotch Whisky Association would be pressing authorities to act.” Instead, it’s been something of a people’s movement and Seale says consumers are demanding more transparency. “I think huge progress has been made at the level of enthusiasts and industry professionals,” he adds. “Of course, there are many duped consumers but they are typically at a level that they do not care, so we do not care. “We have a mantra: ‘drink what you like, know what you are drinking’. Simply put, make an informed choice.” Daniele Bondi, who works for Hampden Estate's global distributor La Maison & Velier, agrees and says it’s only fair that people are made aware of the content in their glass. He adds: “You can keep adding whatever you like but tell me please. If there is a lot of sugar in what you buy, you should at least know about it like other food categories.” There are countless examples of European entities buying rum in bulk and adding sugar before bottling. They are not lawfully required to declare this and can brandish the words “Jamaican rum” on the label. This, argues many, is deceitful and incredibly harmful. “It’s important to limit this sort of practice and preserve the rum style and not create confusion,” Bondi adds. The Export Director says people will taste a sweetened Jamaican rum and not realise the liquid isn’t true to Jamaican style or that it has been adulterated. The need to disclose these practices extends beyond the consumer’s welfare and is of vital importance to the preservation of rum heritage and production methods. While valiant efforts are being made, the vested interests of some, who wield great power, are thwarting progress. For this reason, the team at Foursquare has created #saveBarbadosRum and are working towards getting the EU to recognise a Geographical Indication (GI) for rum from Barbados and Jamaica. “This would protect our rums from the adulteration that currently happens,” Seale says. “While the US does not recognise GIs, we could communicate to consumers which are the certified rums.” Seale says this is not universally popular. “At the moment, a single foreign interest who bottles adulterated rums sourced from distilleries in which they have a financial interest is taking whatever action they can to effectively derail the process.” The campaign hopes to raise awareness of this and what he calls the “long-term threat to the integrity of our rums”. He continues: “The hubris of some European companies towards rum is astounding. They continue to have an extraordinary sense of entitlement notwithstanding Barbados and Jamaica are sovereign countries.” The ethos at Foursquare and many other distilleries, including Mount Gay in Barbados, is to produce unsweetened, unadulterated rum in the centuries old tradition. Beyond the skulduggery that occurs, rum has struggled with another image issue and this is largely due to classification. Wilson says an insistence on grouping all rums as the same thing, irrespective of who made them – and their local laws, know-how and traditions – perpetuates the myth and undoes a lot of hard work over the past five to 10 years. The only way for this to truly change is through better education. “Without a doubt rum’s greatest struggle is to catch up our education with that of the whisky category,” he says. “On one hand you have hundreds if not thousands of whisky aficionados able to rattle off dozens of distilleries and their corresponding nuances throughout each Scottish region and the rest of the whisky world, with well-established whisky shows and dozens and dozens of books on the subject. Meanwhile, most people still think of rum as ‘white, gold, dark, or spiced’ and have very little understanding of the various regions of rum, raw materials or the differences that lay within.” He says there are undoubtedly a brave few who bang the “rum drum”, but they are “vastly outnumbered”. Another key difference, he says, is the way the rum world is set up compared to the whisky world. There are considerably more whisky distilleries than rum producers, and the majority are owned by behemoths with deep pockets to fund whisky education on various styles and regions. By contrast, many rum distilleries are independent or government controlled. In the instances where big multinationals do own rum distilleries, Wilson says, they typically only own one or two and understandably finance education on their offerings rather than the wider rum world. For the most part, he says this different structure is a positive thing, resulting in a “fiercely independent style” from each region and act as a “great preventative against homogenisation in the industry”. But the cost is felt by others who have struggled to get their message to the masses. “It’s like wine,” Dictador Creative Director Ken Grier explains. “Pinot Noir from the New World tends to be lighter but with a higher abv. Those from Old World producers are often darker and lower strength. It’s the same in rum; you really need to look beyond the headlines on the label. We have to explain the differences between rums from different regions and the distinction between brands. “We need to educate about provenance (cultural influences, stories), production, maturation etc. They will all become key.” One way to educate consumers, in Wilson’s view, is through conversations about blends. “The very essence behind blending rum from different regions is because each distillery’s flavour profile can be so unique and so varied,” he says. “If we choose to tell the customer why we picked the rums we did, and why each region has its own unique flavour profile and is individually important, I think we can give people a great snapshot of the wider rum world, and at the very least give them a starting point as to where to look should they be interested in researching further.” During the pandemic, Black Tot has – via the medium of technology – hosted tastings to do just this. “Rather than just let them taste our finished blend, we also deconstruct the blend into its individual components, allowing people to try rum from Barbados, Guyana, Jamaica individually, and understand what each one brings flavour wise to our blend. I believe this is the future of blends, to not just look at the finished product, but to really celebrate the provenance of where the rum is coming from.” In a similar vein, Venezuela’s Diplomatico has championed alternative production methods with its Distillery Collection. “The concept behind the collection is to produce, in limited quantities, rums from a single distillation method that are subsequently aged for a certain number of years,” Maestro Ronero Nelson Hernandez says. “The objective is to offer the opportunity to connoisseurs and rum lovers to discover the very own character of each one of these rums, in a collection that reflects our distillery’s wealth.” It might sound simple but tasting the liquid and reading the label can be the difference between cutting this misconception off at source or continuing down the sticky road. Bondi says it is sometimes easier for him to speak with single malt drinkers rather than “rum drinkers” who are used to a lighter and sweeter liquid. He often gets them to try the Hampden 8 Year Old – the most approachable rum – and asks what they think, and if they thought rum could taste like this. The reaction is instantaneous and incredibly satisfying for the Export Director when he gets to explain that this style is rum, in the authentic sense. Historically, “global” rums have tended to be lighter and sweeter, and far removed from the authentic liquid that is recognisable to the rum purist. To satisfy the global market, sugar has been added to sweeten the taste and in many cases caramel to darken the colour. “The first conversation is always – no, this is rum and all the other sweeter stuff, what you think is rum, maybe is not. At least from a historical point of view,” Bondi adds. “If you speak with single malt experts, they are normally super happy because there is sort of a resistance among the single malt community because ‘rum is sweet’, so when you approach with something like this [Hampden] they say wow, this is something that I can easily recognise because it is dry, it’s full-bodied, it’s funky, it’s flavourful like all the single malts they like.” Bondi finds adopting his boss, Luca Gargano’s – the man responsible for the classification of the same name – production-driven terminology helpful when introducing people to real rum. In the same way whisky drinkers understand Scotch whisky has regional styles – Speyside, Highlands, Islay etc – rum can be communicated in the same way. “Like a different category within a category,” he adds. Hampden is famous for its funky, high ester style, that Bondi says appeals to the peated whisky fan. “It’s more for the adventurers”, he says. “They love this crazy taste of Lagavulin and Laphroaig and maybe they will love to try rum with a different, funky taste.” Undoubtedly, the conversations and appreciation for rum are maturing. The category is shedding its skin of these unhelpful labels that have besmirched its reputation and the right questions are now being asked. Thankfully, there’s a formidable cohort armed with the answers and willing to speak truth to power in order to protect something that is truly sacred. Explore rum or read more Editorial 

Rum isn’t regulated. It is either dark or white. It all comes from the Caribbean. It’s nowhere near as high quality as Scotch. These are just some of the misconceptions that hang around the category like a millstone. Holly Motion speaks to some of those fighting to be heard among all the mistruths

Exploring some of the greatest misconceptions that hang around rum like a millstone, including miscategorisation and questions concerning quality.

How sugarcane spirit mistruths are coming unstuck

Rum: the sticky issues

The history of Piedmont as a fine wine region and the establishment of Nebbiolo as a single-varietal wine predates the unification of Italy. Yet the region’s rise to international fame as Italy’s finest wine was intrinsically linked to the political role that the Piedmont Kingdom played in the unification of Italy. Nebbiolo as Italy’s first single-varietal wine The decision to move away from the generic field blends more typical of wine production in Italy at the time, to a single varietal Nebbiolo, was the first step towards Barolo gaining prominence. This decision also came about through aristocratic influence by the Piedmont nobility at the height of its power, prior to the unification of Italy in 1861. In the 1830s the Marchesi de Barolo married a French aristocrat who as part of her entourage brought with her a talented French oenologist, who after experimenting with many French varietals in the region quickly identified the potential of the indigenous Nebbiolo as a potential single varietal superstar! This French oenologist started to produce single-varietal Nebbiolo on the Marchesi de Barolo’s vineyards and it wasn’t long before the wines gained a reputation amongst the aristocratic classes. The King of Piedmont contacted the Marchesi requesting to taste this wine made from just Nebbiolo that everyone was talking about. The King became a huge fan of the wines and it wasn’t long before the Marchesi was sending 365 barrels of Nebbiolo
to the King for him and his courts to enjoy throughout the year. From then on Nebbiolo as a single varietal had begun to secure its place in fine wine history. The establishment of Barolo It wasn’t long before the King purchased his own wine estate in Barolo, which now exists under the ownership of Frescabaldi. The Piedmont kingdom was the conquering force in the unification of Italy along with the help of the French army that finally conquered the Spanish rule of Sicily and southern Italy and eventually Rome leaving just the Vatican and the Pope isolated from the rest of the newly
declared unified state of Italy in 1861. Amazingly there was no diplomatic relationship between the Vatican State and the Italian government until Mussolini reached out to them in 1932. The power of the Piedmont kingdom and its role in the unification of Italy meant that Barolo retained its status with the aristocratic elites of Italy and beyond and became known as the premium wine-producing region of the newly declared country. Its prominence and reputation remained ever since. The Barolo region became renowned throughout the country and Nebbiolo took its crown as the king of Italian wine. Barolo following the unification became more and more established with merchants moving in to seize the opportunity of this prestigious and unique Italian wine. At this time, apart from the noble families (Marchesi Di Barolo, Rinaldi, Bourgogno) all the
rest of the Barolo wines were bottled in Alba under merchant’s labels. Alba, much like Bordeaux, became a thriving merchants hub and the wine began to be exported overseas. Barbaresco: the unfortunate struggling sibling to Barolo History is full of cruel twists and the development of Barbaresco for much of the 19th and 20th centuries was a struggle for survival, unlike their more established neighbour Barolo - with its royal seal of approval. Today Barbaresco is being seen very much as Barolo’s equal but its survival is in no doubt down to two central figures of the region Gaja and the Produttori Di Barbaresco. 
The history of Gaja of Barbaresco The history of Gaja is extraordinary and singular in its rise to fame in the region and is a testament to the foresight of Giovanni Gaja and his son and French wife Clothide Rey. The Gaja family were not nobility but farmers, yet they became the first to bottle their own wine in Barbaresco in 1859. This became possible because the family owned a small tavern in the town which catered for the merchants that passed through Barbaresco as it was an active Port, distributing goods. At the tavern, the Gaja family used to make their wine and serve them from jars at the restaurant. At that time all other growers would sell their grapes to merchants in Alba to make wine.  Buoyed by the income of selling their own wines at their tavern Giovanni Gaja in 1859 then decided to bottle his best barrels in bottle (at this time this was often a blend of vintages). But these became the first Barbarescos ever to be bottled as Barbaresco. The family became further governed by quality when Angelo Gaja and his wife Clothide Rey took over from
his father. Their qualitative approach philosophy in a region that at the time was so underdeveloped is extraordinary. The family’s motto – fair, savoir faire, savoir faire faire et faire saviour (Work, knowledge, motivating others to work and passing on knowledge) has not faltered right up until today.  1958 was an important date for the Gaja family because this was recognised in Barolo as a fantastic vintage and it became the first vintage of Barolo to sell for over a 1,000 lira a bottle. The average price at the time for the best producers (such as Renato Ratti) was closer to 300 lira. This 1,000 lira price tag therefore became a big deal and was the beginning of Barolo
becoming recognised internationally as one of the world’s finest and most expensive wines. Yet despite this high price tag of Barolo, Giovanni Gaja was selling his current Barbaresco release at this time for 1,200 lira! This just showed the Barbaresco from Gaja even in those early days was outpricing the best wines of Barolo. The history of the Produttori del Barberesco The history of Barbaresco outside of the extraordinary success of Gaja was a lot less smooth. Through this period the region remained largely unknown for wine production despite successfully growing Nebbiolo like its neighbour Barolo and being home to the region’s best producer Gaja. However, there is another unique and profound development that took place in Barbaresco that also has shaped the region as one of Italy’s finest wine-producing regions for single varietal Nebbiolo that unlike Barolo did not rely on the aristocratic influence for its rise to fame. If anything, Barbaresco’s rise to fame, including Gaja’s development was the success of the
workers of the land rather than nobility. This came in the form of the socialist collective that started to bottle its own wine in Barbaresco under the Produttori Di Barberesco label.  Speaking with Aldo Vacca, today’s chief winemaker at the co-op it was a man called Dominizio Cavazza who was become known as the Father of Barbaresco. He moved to the region when he got a job working as the Director of the Wine School of Alba in 1890.  He immediately saw the potential of Barbaresco as a fine wine region and whilst he had no land, he knew if he could persuade the small landowners to compile their crops, he could make a fine wine that they could bottle and sell themselves rather than selling their crop to
the Alba merchants. By 1894 he had managed to persuade five farmers and two
landowners to contribute the crop and the cooperative was formed. At this time socialism was taking hold in many parts of Europe enabling small landowners to work together to enable them to manage their own produce without relying on the aristocratic landowners. Prior to the Bolshevik revolution in Russia in 1917, these socialist projects in Western Europe were seen as a very positive social development and was transforming the social structure across the region. Initially Cavazza believed that Barbaresco should be incorporated as part of the Barolo District but as Barolo by this time was already well established, thanks to its aristocratic ties, the Barolo producers had no interest in extending their boundaries. This decision in itself was to have a devastating impact on Barbaresco for the next 50 years. Whilst the cooperative became very successful in the early years, the First World War followed by economic hardship and the rise of fascism in Italy which actively shut down cooperatives in Europe, saw the Produttori cease to exist.  It wasn’t until 1954 that the co-operative project was reborn by the local priest – Don Fiorino, who on moving to the region heard about the early success of Cavazza and wanted to rekindle this success. For the priest the cooperative was essential in the survival of the local community that unlike Barolo was decimated by poverty and hardship through the first half of the 20th century. The 1950s saw the industrial boom in Italian cities which saw huge swathes of the countryside deserted as young men and women flocked to the cities for better wages in the automobile and other industries. To encourage people to stay in Barbaresco, Don Fiorino reopened the cooperative promising any landowners who joined him that they would be given fair and
reliable income if they stayed and worked the land. Dom Fiorino’s foresight was to be commended as ever since it opened the co-op has gone from strength to strength. Similar to Gaja, it is due to a strict qualitative approach that has meant this co-op is today producing arguably the world’s finished wines from a cooperative. These days, thanks to Gaja and Produttori, Barbaresco is producing some of Italy’s finest wines. Explore more Editorial 

We look back at the rise of Barolo and its neighbouring sibling Barbaresco's less fortunate, rocky road to fortune.


The historic rise of Nebbiolo

Screaming Eagle winemaker Nick Gislason wears many hats – he is also the Technical Director of Lopez Island Community Fireworks and co-founder of Hanabi Lager. FONDATA's Gavin Lucas caught up with the busy man to discuss how these dichotomous ventures have more in common than you might think.

Screaming Eagle's Nick Gislason on winemaking, beer brewing (Hanabi Lager) and designing fireworks (Island Community Fireworks)

FONDATA: Curiosity & Wonder: Magic’s Secret Ingredients 

Curiosity and wonder: magic’s secret ingredients

Diplomatico

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