FREE THE FLAVOR.

FREE THE FLAVOR.
LIBERATED SPIRIT
Rum today isn’t what it used to be. Gone are some of the rich, full flavors,
or Hogo as rum fanatics call it, that characterized old-world rums. In fact,
today’s bartenders believe that the modern white rum drinker does not
know what rum really tastes like, as most clear rums on the market today
are stripped of their predecessors distinctive boldness. Enter Denizen, a
new premium old-school white rum with character that brings back the
rums of yore. Inspired by the Latin word Deintus meaning “from within”
and commonly used to describe free-spirited people who traveled the
world in search of new experiences, Denizen was developed for the bold
new generation of spirits drinkers possessing the inner spirit to break the
mold and go against convention. These modern day Denizens embody the
liberation, rebellion and bravery that is the essence of our rum.
TASTING NOTES
With its bold yet perfectly smooth flavor, Denizen offers a brand new
twist to the traditional rum cocktail. Fun bright flavors and green sugar
cane aromas burst alive on the nose with some old school rum funkiness
on the palate. The final taste reveals both floral and fruit notes, with
hints of vanilla and subtle woody tones that speak of Denizen’s
Caribbean roots.
AWARDS AND ACCOLADES
Gold Medal – Best Buy, 92 points, Beverage Testing Institute
International Review of Spirits Award:
“Impressive” – Edward Hamilton, “The Minister of Rum”
Finalist, 93 points, Ultimate Spirits Challenge:
“Keenly vibrant...long, gently sweet finish”
– Paul Pacult, Dale DeGroff, Jim Meehan, Julie Reiner, David Wondrich
90 points, (Outstanding) The Tasting Panel
“Silky, smooth with vanilla, white flowers, and soft oak”
– Anthony Dias Blue
KEY SELLING POINTS
PHOENIX DAIQUIRI
1½ oz Denizen Rum
½ oz St. Germain
1 oz apple juice
½ oz simple syrup
½ oz fresh lime juice
Pour all of the ingredients into
a shaker, shake and serve up
in a cocktail (martini) glass.
Garnish with a thinly cut lime wheel
floating in the drink
and taste our Daiquiri Reborn!
REBEL WITH A CAUSE
2 oz Denizen Rum
¾ oz fresh lemon juice
¾ oz agave nectar
2 dashes Angostura Bitters
4 mint leaves
Add all ingredients together in a
shaker, shake well and strain over
fresh ice in a rocks glass. Garnish
with a nice sprig of fresh mint.
Our liberated Mojito...Taste the
sweetness of freedom!
• Denizen is the most awarded and highest rated white rum in the premium pricing
tier since it launched in 2010.
• Denizen is a blend of the finest aged rums from the famed Angostura distillery in
the Republic of Trinidad and includes rums that have been aged up to five years
making it one of the oldest white rums on the market today.
• Denizen’s premium price positioning and it’s depth of flavor make it affordable
enough for use as an everyday mixing rum and versatile enough to be the base
spirit for a broad range of world-class cocktails.
RECOMMENDED CONSUMPTION
A white rum with the qualities of a fine aged spirit, Denizen is a versatile rum that
is best served in bright bold mixed drinks or long in a refreshing carbonated
lemonade drink adorned with fresh mint.
TRADE POSITIONING
ON-PREMISE
Secure distribution in top tier accounts with a refined beverage program
emphasizing high quality fresh ingredients. Stand out from other white spirits on
drink menus with branded signature cocktails representing unique modern
adaptations of classics such as the Daiquiri and the El Presidente. Signature
cocktails featured on drink menus should be easy for bartenders to make and not
require a lot of ingredients allowing the natural flavors of the rum to shine.
Signature cocktails on drink menus should be inserted within the first three
featured drinks listed on the menu. Make Denizen the preferred white rum for
bartenders through staff trainings, as well as liberating events and promotions.
OFF-PREMISE
Secure a minimum of two facings eye level to the right of Bacardi Superior Light with
high impact and visually striking point of sale. Garner floor displays with at least
four case stacks in high traffic areas of the store during key selling periods. Execute
a high frequency of retail tastings in high volume and high traffic accounts. Retail
tastings should feature the Rebel with a Cause during warm weather months and
the Spiced Daiquiri during the fall and winter, particularly ahead of the holidays.
Branded recipe cards should be handed out during all retail tastings.
PRICE POSITIONING
Denizen Rum is a premium trade up from Bacardi Superior Light with a suggested
retail price of $16.99 - $18.99 per 750ml. Retail pricing should not be below
$15.99 or higher than $19.99 per 750ml.
EL PRESIDENTE
1 ½ oz Denizen Rum
¾ oz Bianco or Blanc Vermouth
½ oz orange curaçao
1 tsp grenadine syrup
1 dash orange bitters
Pour all ingredients in a mixing
glass. Add ice and stir well.
Strain into a cocktail glass.
Garnish with a peel of orange.
PRODUCT SPECIFICATIONS
SIZES
750ML
PACKED
6
CASE DIMENSIONS
9.1” x 6.2” x 12.6”
CASES / LAYER
30
CASE WEIGHT
18.08 LBS
LAYERS / PALLET
4
UPC
898498001018
CASES / PALLET
120
SCC
10898498001015

Download Report