France, Submarines, Underwater Explorers… and Rum

SPYTAIL™ Black Ginger Rum enters the premium rum category

I ran into my friend Elwyn Gladstone a few weeks ago and asked him what he was up to. His answer was surprising, but, then again, everything Elwyn does is unique and extraordinary.

I’ve known Elwyn for a number of years and wrote about him last year when he launched Malfy Gin. He is a smart businessman, an astute marketer, and a successful product innovator. As I mentioned in my earlier post about him, he was instrumental in the development and launch of brands such as, Hendrick’s Gin, Sailor Jerry, Kraken Rum, Stranahan’s Colorado Whiskey and others.

The company he launched, Bigger & Leith, has this description on their website:

Biggar & Leith owns a small portfolio of fine spirits from established, family-owned distilleries who are dedicated to innovation and quality. We search the globe for brands whose bottles transmit the personality and stories of the people who make them.

With that in mind, let’s take a close look at SPYTAIL Black Ginger Rum.

Submarines and rum

SPYTAIL Black Ginger Rum is produced by La Compagnie Bathysphere. It is Caribbean Rum aged, spiced, blended and bottled in the Cognac Region of France. It’s based on the French tradition of aging rum with fresh ginger.

SPYTAIL’s story celebrates the French deep-sea pioneers whose underwater efforts are renowned both in fact and fiction—from Jules Verne to Jacques Cousteau. The name “SPYTAIL” was discovered by their distillers stamped on an old engineering plan for a submarine in the local maritime archive. They also discovered that, while submarines sailed along the bottom of the Charente River, ships laden with rum and ginger followed the same route from the Caribbean.

Voila—an inspiration emerged. Barrels of rum filled with fresh ginger roots and aged until the liquid turned almost black.

Why stop there? The packaging inspiration

Elwyn and his distilling partners decided that to fully acknowledge the product, the history of the region and French submarining, an appropriate package needed to be created.

The SPYTAIL bottle shape is based on a Bathysphere (a primitive form of submarine) with a porthole embossed on the front and back. Hidden within the embossing are the co-ordinates of the final resting place of Jules Verne. The navy blue and orange striped label, based on a French Navy signal flag, is adorned with engineering details from original submarine designs.  The heavy stopper is crafted from metal and embossed with the words “Voyages Extraordinaires” – a nod to underwater pioneers.

It’s a fun product with an interesting back story.

But what about the taste and the product itself? I’m glad you asked…

The liquid

Black ginger rum is a terrific idea and a strong entry in the growing premium rum category. In addition, ginger has become a seriously popular flavor among cocktail consumers – Moscow Mules, Dark & Stormy, ginger beer, and more.

I’m not a spirit’s reviewer— just a booze business guy who enjoys cocktails and trying new products. So, here’s a layperson’s observation.

I tried it on the rocks with a twist of orange peel and with ginger beer. I also used it in a hot toddy instead of whiskey. The rum and the ginger really complement each other and it’s enjoyable and unique.

On the rocks
With Ginger Beer
The Nautilus: 4 pts SPYTAIL, 2 pts Amaro, 1 pt vermouth, allspice and bitters

Product details

SPYTAIL Black Ginger Rum is produced and bottled in France and imported by Biggar & Leith. It’s 40% alcohol by volume and a 750 ml sells for under $25. In addition to the U.S., SPYTAIL is also available in Canada, France, U.K., Japan, Australia, New Zealand, and South Africa.

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I very much look forward to my conversations with Elwyn. He has a unique grasp on the booze business and incredible insights. Beyond that his product offerings are top notch, creative, and based on his in depth understanding of today’s drinkers’ need and wants.

Malfy Gin is doing quite well and the early indications are that SPYTAIL is getting good reviews by the trade.

Here’s to continued success, Elwyn. Cheers!!

The press packet presentation of SPYTAIL.
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Seagram: Down Memory Lane—Part 2

Seagram and the War Effort

Welcome to the second installment of Seagram vintage posters, ads, and products. Like most companies at the time, Seagram participated in using its advertising and promotion efforts and money on behalf of the war effort. This included ads promoting the purchase of War Bonds and public service announcements.

(Thanks again to John Hartrey who contributed these ads from his Seagram vintage collection.)

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On the Road to Success

Checking in with Bom Bom Brands

A little over a year ago I wrote about the launch of this interesting new product and Kevin Mowers, the person behind it. You can find the story here.

I caught up with Kevin recently and asked him how it was going and what his experiences were as a startup brand.

What I did not mention in the original story is that the Bom Bom team consists of Kevin and his wife Eva Maria. Both bring different skills to the brand and, it turns out, that she played a crucial role in the brand’s development, as you will see. So, this interview was with both of them.

Kevin and Eva Maria

 

BB: How is it going? What were the highlights of 2016?

Kevin: Great – keeping busy!  We launched mid-year in CT and then branched out into MA, DC and NY (Westchester County and Long Island). Our distributors did a great job getting BOM BOM into retailers while we were focused on getting BOM BOM into consumer’s hands. We did this through a lot of in-store and in-bar sampling promotions as well as showing the product at larger tasting and charity events. One of the most important things for us was to make sure we keep having fun and celebrating every victory and every milestone, however small.

BB: What are the biggest obstacles or challenges you face? What have you done about them?

Eva Maria: The biggest challenge for us, like for any new brand, has been awareness. Since we are not national, the typical PR and marketing playbooks were not relevant for us, as we needed a more market-by-market, grassroots approach. We have pushed ourselves to really think outside the box, leave our corporate models behind, and leverage local PR, especially bartender contests, magazine profiles and social media. There is still much, much more to do. As we grow into more markets, we’ll be able to expand our PR outreach accordingly and that’s a top priority for 2017.

BB: Many new product entrepreneurs have told me that the single most important element in developing their brands has been in-store tastings, as you’ve just mentioned. I’m not surprised that this would be particularly true for Bom Bom.

Kevin: Indeed. We love doing in-store tastings as it allows us to engage with consumers. For us it has been just as much about getting feedback (and new drink recipes!) from consumers as sharing the BOM BOM story. BOM BOM Coco Mochanut recently received 94 points by the International Review of Spirits, which means it is the highest in its category. As such, we love seeing the excited look on people’s faces after they’ve tried it, especially when they themselves start selling it to complete strangers in the stores for us!

BB: I’ve known you for a few years and watched the development and launch. But I never wrote about how Bom Bom came about in the first place. What’s the brand’s back-story?

Eva Maria: Like a lot of today’s modern romances we were introduced by a common friend — Tracy — Who to this day takes credit for our awesome relationship and by association, BOM BOM.

Kevin had spent the better part of his career designing great tasting products for the industry’s top players and so of course tried to impress me with his extensive knowledge of luxury spirits. But it wasn’t really doing it for me as I was never really into alcohol…. this was both a disappointment and a challenge to Kevin… and good thing for me (and our BOM BOM fans) that Kevin happens to love a good challenge.

After a few dates, Kevin changed his game and mixed up something special just for me, made with my favorite flavors — coffee, coconut and of course CHOCOLATE! And BOM BOM was born!

I loved it so much that I started asking him to make it for friends and with time it was a standing order from friends and friends of friends…. We were making it all of the time and decided to go for it and formed the company “BOM BOM Brands” to share our fun with the world!

BOM BOM is all about the right mix of flavors, having fun and being authentic.  Our business partnership really is the same idea…. we have very different skill sets and so together we’re able to accomplish what neither of us would be able to do on our own.

And, to make the deal even sweeter, Kevin’s wooing is still going strong after three wonderful years of marriage….

BB: What does the future hold for the brand – line extensions, geographic expansion, etc. What do you think will be coming down the road? 

Kevin: BOM BOM is all about having fun and being authentic. As all small companies, we are excited to bring this fun to additional markets but also cautious not to dilute our efforts and grow too fast. From a new product perspective, we have a few new innovations in the mix. As with Coco Mochanut, all of our new products will be great tasting and in fun, fashion-forward packaging.

Kevin making cocktails at an event/tasting
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