Skipper Rum Dark

The importer ensures that Skipper Rum hasn't changed a bit since the 1930s. However, in the meantime the importer has changed. The blend was previously imported by Low, Robertson & Co Ltd and now through Butterfly Brands Limited (with some acquisitions in distribution: Marblehead Brand Development, Quintessential Brands and Mangrove).

The label's design has evolved slightly, although remained conceptually the same. The skipper looked previously at the filled glass with appreciation, now he is staring at you and me in a somewhat confidential manner. The figure has navy blue uniform and four stripes on the sleeve, like a commander. The combination of a crown, anchor, and wreath on a cap can indicate the rank of a warrant officer. Tie is simpler to guess, it enhances elegance. They changed the modern ship in the background to a steam one and replaced the previous typography with letters in Art Deco style. Fine, the visual changes are cosmetic. The design remained because it has aptly reflected global socio-economic changes.

The beginnings of advertising can be reduced to a dry message: what, who and where;  without any means of persuasion. A hundred years ago producers felt the need to distinguish their own goods from the competitive offerings. Marketers prompted them to focus more on sales than on product itself.

Thus the advertising message was based at first on the simplest aspects, like gender stereotypes: a man at work, and a woman back to the kitchen. Skipper is at workplace and deserves 'the best in this rum world' same as the consumer, because he's worth it. Then comes the Great Depression with rampant unemployment and the man as sole breadwinner; and World War II with the skipper as uniformed supplier; and the economic boom of the 1950s with growing prosperity and the man chasing American dream (yet possible to achieve). Finally, the brand achieves satisfactory recognition, whereby possible changes may do more harm than good. Today's design has a retro vintage look, which may attract the hipsters too.

Rum is produced in Guyana and the only remaining rum distillery in Guyana is Diamond. The blend consists of seven components, aged in oak barrels for at least three years. Although, there is no 'Demerara rum' trademark on the label.

The Guyanese bottling requirements apply to the Cask Aged (aged minimum 3 years), Special Reserve (min. 12 years) and Grand Special Reserve (min. 25 years) variants. Skipper is distilled and matured in Guyana but bottled in Scotland. Therefore, theoretically, it could be described on a label as Demerara Rum or even Old Demerara Rum. However, the importer uses an undefined marketing term 'finest old Demerara', which raises the suspicion that not all Skipper components originate from Guyana.

The last thing, an interesting fact: The British proof of 70° has disappeared from the label. I assume because globally consumers have a broader awareness of 40% vol (the same as American proof 80° and equal to British proof of 70° using conversion rate of 4/7 or 1.75).