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Deadhead Rum

Deadhead Rum


By Robert Plotkin

One of the keys to success in the on-premise business is to stock products on your backbar that will grab consumer's attention and quite literally sell themselves. A perfect example is recently released Deadhead Rum, a glorious cane spirit outfitted with likely the most striking bottle since the invention of packaging.

Deadhead is not just another pretty face in the crowd. This innovative rum is made in Veracruz, Mexico, at the Licores Veracruz S.A. de C.V, a distillery founded in 1945. Veracruz is one of Mexico's premier agricultural growing regions in Mexico, famous for its high quality sugarcane. The rum is a blend of spirits distilled from molasses as well as freshly pressed sugarcane juice. Fermentation occurs naturally, a slow process that relies on airborne yeast to precipitate fermentation. Afterwards, the fermented wash is double-distilled in stainless steel pot stills and charcoal filtered prior to being matured for a minimum of 6 years in sherry casks. The finished rum is bottled at 40% alcohol by volume (80 proof).

In contrast to its rather macabre bottle, the rum is a genuine thing of beauty. It has a rich amber hue, an impossibly light body and a bouquet saturated with the aromas of coffee, chocolate, allspice, cinnamon and nutmeg, all of which carry through to the palate along with the added flavors of cloves, anise and caramel. The long, spicy finish seals the deal. Deadhead Rum is skillfully balanced between dry and semisweet making it a franchise player behind the bar. Kudos!

Curious guests seated at the bar will undoubtedly ask you what's up with the shrunken head bottle. After informing them it's filled with world-class rum, you may want to mention that it's not your garden-variety shrunken head. It's actually a representation of a tsantsa, the severed head of an enemy shrunken and kept as a trophy. When the ancient warring tribes of Latin America slew an enemy or took revenge for the death of one of their own, they would make of the slain a tsantsa, a badge of honor designed to contain the person's spirit.

Deadhead Rum is ideal for sipping after dinner, it's assertive aromatics and brilliant flavors make it a great choice for use in classic tall drinks.