Return of the Golden Era

News release

February 11, 2004

Return of the Golden Era

Ah, Barbados. Caribbean sunsets, tropical fruit and golden beaches.

Barbados is the home of Mount Gay Rum, at 301 years old probably the world's oldest rum brand and a golden tipple like no other.

Always a popular drink with Kiwi 'yachties' at home and abroad, Mount Gay Rum is now capturing wider interest amongst young urban New Zealanders.

Mount Gay Rum's Bruce Priddy says former non-rum drinkers are starting to be converted by the discovery of golden rum.

"People who have discounted dark rum because of its stronger harsher flavour are now discovering the light warming taste and superb aroma of golden rum.

"Over 100 leading New Zealand bars now offer Mount Gay Rum as their house pour, and a further 300 stock it on the back shelf.

"It's the perfect long summer drink," Mr Priddy maintains. "With a taste that integrates fruity notes such as mango, banana and apricot and spices such as vanilla it is a totally unique taste.

"Because of its smoothness, Mount Gay Rum is known for its ability to mix well. Favourites include ginger ale, ginger beer, soda, tonic and fresh lime, cola and orange juice."

Mount Gay Eclipse Rum is an amber colour unlike most other brands sold in New Zealand which are either dark or light.

The difference between dark and gold rum is mostly apparent in the subtleties of flavour and the smoothness of finish.

Usually aged for around three years, dark rums are turned that colour by adding caramel which leads to a heavy body and influences the strong and 'hard' taste.

Without any caramel Mount Gay Eclipse Rum has a lighter body and mellower taste. It is aged for an average of two to three years in "toasted" American oak barrels giving the rum its golden-amber tint.

Mount Gay Rum also stands out from other rums because of its double distillation.

The first distillate contributes to the rum's aromatic qualities while the second distillate brings a multiplicity of floral notes that are enhanced during the maturation process.

In Barbados, Mount Gay Rum sells 1,320,000 bottles annually. Not bad for a country that only has 260,000 people!

And now in New Zealand the word is spreading from the nautical haunts of Auckland's Viaduct Basin into more urban areas as young people discover the delights of a different "amber fluid".

Mount Gay Eclipse Rum retails for $39.95 and is available at liquor outlets nationwide.

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Issued for Mount Gay Rum by Pead PR

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