54 / the tasting panel / march 2015
WHAT WE’RE DRINKING
Forbidden FruitPUSSER’S RUM FINDS SUCCESS AT
CHEDDAR’S CASUAL CAFE
by Kelly Merritt / photos by Jason Kindig
Bartender Elianna Leon prepares the crispy coconut garnished liquid analgesic that did $1.5 mil-lion in sales last year alone: the Pusser’s Painkiller at Cheddar’s in Irving, Texas.
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march 2015 / the tasting panel / 55
Telling someone they can’t have something is almost a guarantee they’ll want it all the more. This concept cemented a profitable partnership between Pusser’s
Rum and Cheddar’s Casual Café more than a decade ago when Cheddar’s put the Pusser’s Painkiller cocktail on the menu with this disclaimer: limit two per customer.
“It created a lot of buzz back then and we had over a million in sales last year of the Pusser’s Painkiller, so it’s still very popular after all of these years,” says Rick Payne, who has been with Cheddar’s for 25 years and works in purchasing and operations.
That’s a lot of pain relief. The cocktail appeared on the Cheddar’s menu after the restaurant founder met Charles Tobias of Pusser’s Rum.
“We imposed the two drink maximum because it seemed like it might have a lot of alcohol, although it has about as much as any other drink,” says Payne. “We serve it in an 18-ounce glass rimmed with coconut, garnished with fruit, and behind the Margarita, it’s the largest single drink we sell in all of our restaurants.”
Pusser’s story goes much farther back than a decade-old grass roots marketing campaign. Skyler B. Edwards, Director of U.S. Sales for Pusser’s Rum, says Pusser’s has intrigued people since it was created around 1655 as a unique rum blended exclusively for British Navy ships. It is still manufactured to those same demands and quality control.
“Produced in 250-year-old wooden pot stills, of which only 3 in the world remain, our rum absorbs very unique flavoring agents throughout the distillation process,” he says. “In this age of crafted cocktails, people want to enjoy products with a rich heritage and story. This plays into Pusser’s strength as we have one of the oldest rum recipes in the world.”
Other sparkling details and pieces of folklore add to the rich legend of Pusser’s historic rum. For example, George Washington’s Mount Vernon estate was named for Vice Admiral Edward Vernon, who first ordered burnt sugar and lime juice to be added to the British Navy’s daily rum ration—effectively creating the first rum “cocktail”: grog.
“Made originally at the Soggy Dollar Bar in the British Virgin Islands, to be a true Pusser’s Painkiller, the cock-tail must be made with Pusser’s Rum,” says Edwards. “It has a very distinct, almost bourbon-esque profile, and using Pusser’s gives it that unique flavor.”
When a tray of drinks goes out to a Cheddar’s table, other guests see that and say, ‘I want one of those!’ —which according to Edwards, is one reason the family of restaurants has done such phenomenal business with Pusser’s Rum.
“The presentation of the Painkiller Drink, with the toasted coconut and fresh ingredients used to produce this trademarked cocktail, shows the desire of national operators and buyers to invest in premium cocktails made with premium spirits,” says Edwards. “They want something that gives them an edge—they don’t want to use the everyday rums that everyone else is using.”
THE BASIC RECIPE
courtesy of Pusser’s Rum Ltd.
◗ 2 oz. Pusser’s Rum◗ 4 oz. pineapple juice◗ 1 oz. orange juice◗ 1 oz. cream of coconut
◗ Fill a big glass or goblet with ice and add the ingredients. To mix, pour once or twice back and forth into another glass. Grate fresh nutmeg on top and enjoy this most delightful of tropical drinks.
The roots of this festive cocktail date back hundreds of years to voyages of
the British Royal Navy in the 1600s.
Pusser’s Painkiller—
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56 / the tasting panel / march 2015
WHAT WE’RE DRINKING
The most recent data on rum consumption in the United States is very promising. In 2013, 25.6-million 9-liter cases of rum were sold in this country, generating nearly $2.4 billion in revenue for distillers (source: DISCUS).
Until the resurgence of classic cocktails and craft mixology about 12 to 15 years ago, rum had always been interpreted among bartenders and consumers as a loose spirit category, often confused with rum-based flavored liqueurs and spiced rums flooding the U.S. market, along with some “dark” styles and over-proof labels.
The true unflavored sipping rum came a long way in this country recently, thanks to tiki bar culture and rum brand ambassadors but it has been a sought-after connoisseurs’ spirit category in Europe—particularly in the U.K., Germany, Italy and Spain—for the past 30 years.
Historically, Pusser’s Admiralty blends have been heavily influenced by the Port Mourant (PM) double-wooden pot still located in the Demerara Valley, Guyana. This method yields 40% less than any other copper or stainless pot stills, a great compromise to deliver such a rare and flavorful style of rum.
The association of rum with the British Royal Navy began in 1655. Pusser’s Rum represents the style that became the official blend—regulated by the British Navy for centuries, until July 31, 1970, when the naval ration or “tot” was discontinued. Since 1980, the recipe has been sold under the brand name Pusser’s (for the ship’s purser) and is now a cult rum for fans of the genre.
Today Pusser’s is referred to by connoisseurs as the “single malt” of rums for its distinctive style and complexity. The product is still produced respecting the rules of the British Navy—no preservatives or additives, certifying a 100% natural product.
With aromas quite rich in high esters and its full-body character, its bold flavor makes it a great choice not only in the signature proprietary Painkiller, but also in Rum Old Fashioneds and Manhattans, as well as Sidecar-style and Pegu cocktails with Pusser’s Rum in lieu of gin.
Tasting NotesPusser’s Rum Blue Label offers a distinctive amber color with hints of burnished copper, while on the nose promotes spicy molasses, caramel, hints of orange rooibos tea and vanilla with a whiff of banana bread. On the palate with its full-bodied texture, it delivers flavors such as molasses, spices, almond cake and espresso. The lingering, layered complexity promotes a long-lasting finish.
Pusser’s Old Fashioned #2by Francesco Lafranconi
◗ 2 oz. Pusser’s Rum Blue Label◗ ½ oz. Pierre Ferrand Orange Curaçao–
Bitters Mix◗ 2 dashes Jerry Thomas Decanter Bitters◗ ½ oz. iced water◗ 1 large ice cube 2”x2” (made from silicon mold)
◗ Place the curaçao-bitters mix in an Old Fashioned glass, roll the glass to coat the inside, place the ice cube in the glass with ice tongs and pour the rum over. Add iced water and stir with bar spoon to mix the ingredients; twist a grapefruit peel on the drink and place the peel on the inside of the glass. Place a Luxardo cherry on top of the ice cube. Garnish with a slice of orange.
Putting Pusser’s on the MapTHE BRITISH NAVY’S RUM OF CHOICE HAS BECOME
THE CONNOISSEUR’S PREFERENCE
by Francesco Lafranconi / photos by Mona Shield Payne
CURRENT U.S. OFFERINGSPusser’s Rum Blue Label 42% Pusser’s Rum Aged 15 Year Blue Label and Ceramic Commemorative Editions
Ryan Kensinger, Bar Manager at Rhumbar in Las Vegas, and Francesco Lafraconi, Executive Director of Mixology and Spirits Educator for Southern Wine & Spirits Nevada, enjoying Pusser’s cocktails on the patio.
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