At $1,500, this rum is not for piña coladas

We tend to think of rum as a summertime sip, good for mixing in tropical drinks. (Remember “The Piña Colada Song”?) But there’s now a growing market for higher-end rums that can be enjoyed in stand-alone fashion — the Caribbean equivalent, if you will, of single-malt Scotch. Indeed, “super premium” rums — the most expensive category — posted a 12% gain in sales (based on supplier revenues) in 2014, according to the Distilled Spirits Council of the United States.

But it’s one thing if we’re talking a $50 rum. Or a $100 rum. Brugal, a rum brand based in the Dominican Republic, is now selling a limited-edition rum (just 1,000 bottles) that, yes, costs $1,500 a bottle. Called Papá Andrés (after the company’s founder, Don Andrés Brugal), the rum is sourced from the most prized liquid in the Brugal inventory — just 36 casks out of 250,000-plus casks. But packaging also plays a role in terms of what makes the rum special: In place of the usual bottle, Brugal opted for a crystal decanter made by an Italian glass specialist. A “presentation box,” created in part by Spanish designer Javier Mariscal, completes the package. (Mariscal also contributed to the look of the decanter.)


more on marketwatch.com