Caliche Rum Launches Big! Establishes Super Premium White Rum Category

Rum Master Roberto Serrallés and Rande Gerber Collaborate and The Stars Align for Caliche Rum

Cindy Crawford holds a bottle of hubby Rande Gerber’s Caliche Rum the super premium white rum that is selling faster than they can bottle it!

Destilería Serrallés, produces more than 65% of all the rum from Puerto Rico, the  Land of Rum, and has been for over six generations, but with the launch of Caliche Rum, the excellence of this family owned and operated distillery can finally be realized.

Caliche Rum may be the first and only super- premium white rum and it’s so pure and so smooth that its on-the-rocks worthy.  It’s so unlike other white rums that  nothing compares or even comes close to Caliche.

Nearly four years ago, Rande Gerber, the former model turned hospitality guru and driving force in the nightclub and spirits industry met Roberto Serrallés, the sixth generation rum maker and Ph. D who joined his family rum business in 2004.  Together, Gerber and Serrallés shared their passion for purity in product and their genuine love of Rum. 

The Gerber Group runs 22 bars in chic hotels around the world and its presence is growing with locations in Chicago, Los Angeles, New York, New Orleans and Atlanta to name a few. In Fort Lauderdale the Gerber Group has the  Living Room, Wet and Whiskey Blue at the W Hotel.

Caliche,  launched in New York on May 22, 2012 and Gerber and his wife Cindy Crawford were joined by Roberto Serrallés, Alex Rodriguez and his girl friend and former WWE wrestler-model Torrie Wilson, Russell Simmons, Estelle, Taye Diggs, and Paloma Garcia Lee.

“After meeting Roberto and learning more about his family rum-making tradition, we knew we could make the highest quality rum at an accessible price point”, said Gerber in a recent interview. ” After talking to bartenders it was easy to see that there was an untapped market in the super-premium white rum space due to limited options for rum drinkers…it was Bacardi or nothing”, added Gerber.

For now, Caliche Rum is available only in New York, Los Angeles, Miami, Chicago and Dallas but rave reviews continue coming from both bartenders and beverage experts as well as celebrity endorsements from rum aficiandos Actor George Clooney to Alex Rodriquez of the New York Yankees.

‘Bacardi or nothing’  may be the reason that Captain Morgan’s and other rums have displaced Bacardi as a favorite rum for a generation that are mixing with Coca-Cola. Caliche is smooth and velvety and has more body with hints of caramel and vanilla with light tannins and oak accents. The bottle is eye=catching with hand applied roping on the neck and hand painted lettering on each bottle.

Caliche is so smooth that if you must, you may need less cola or none at all as Gerber and Serrallés created this white rum that is blended from different ages of rum anywhere from two to five years old. they elected to use the most expensive Solera process that gives more depth and nuanced flavors to rum. 

Solera is a process of aging by fractional blending, in which the finished product is a mixture of ages, with the average age gradually increasing as the process continues over many years, and according to Gerber  some of it can be up to 40 years old. “Those super aged rums aren’t good all-alone  but adding some gives a unique flavor to Caliche” noted Gerber.

Through the years, President and CEO of Destilería Serrallés, Felix Serrallés has used his tenure to consolidate and expand the family business through significant investment and modernization. He relaunched Don Q and under his guidance the United States can now enjoy premium rums from Puerto Rico. “Caliche” comes from a type of limestone that’s present around the distillery in Ponce, Puerto Rico.

Under his guidance, Don Q Rum has returned to the US after a decades-long hiatus, expanded its range of products, and has adopted environment-friendly production methods.

Roberto Serrallés joined the family company after completing his PhD in Environmental Sciences, and he has applied his expertise to create the innovative waste reclamation process that makes Don Q one of the greenest spirits producers in the world.

Super-Premium is usually reserved for vodkas and tequilas, but Caliche uses a a multiple-distillation system and carbon-active filtration to produce a clean, pure rum.

“We’re selling more than we were prepared for, and had a little  trouble fulfilling the orders at first. We’ve amped up production but won’t sacrifice it’s quality” said Gerber.

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Posted by smokey on Jun 24 2012. Filed under 239 Products, Brand News, In The Biz News, Spirits. You can follow any responses to this entry through the RSS 2.0. Responses are currently closed, but you can trackback from your own site.