Tres Países Premium Rum

The term 'premium rum' is an integral part of the Tres Países brand name. The purpose of this self-declaration is to evoke associations with superior quality and to strategically position the brand within the premium market segment.

The challenge lies in the absence of a clear definition for the premium alcohol segment — or any definition at all. On one side are romantics who trust in marketing, and on the other are cynics who see 'premium' as little more than framing to justify higher prices. I align with the latter, though (ideally) I would prefer to reserve the term 'premium' for products that are truly authentic and transparent.

So, despite my reservations but in the spirit of backing up my words — and as a little experiment — let’s analyze how our rum measures up against the criteria for premium alcohol found online. Ready? Let’s get started. 

The Cost of Raw Ingredients

Tres Países, as stated on the cardboard box, bottle label, neck tag, and a vibrant hangtag — is a blend of rums from Guatemala, Panama, and the Dominican Republic. It’s highly likely that the raw materials come from local plantations. What remains unclear is whether the base consists exclusively of molasses or also includes sugarcane honey.

The Role of Distillation and Production Methods

The base distilleries remain undisclosed, leaving the details of the production process unclear. Given that the countries mentioned follow the Spanish style, the use of column stills seems most plausible.

Aging and Barrel Quality

According to the producer: "[...] aged up to 8 years in American Bourbon oak casks in a tropical climate.” However, the hallmark of the Spanish style is the solera technique. The phrase 'up to eight years' may therefore refer only to a limited portion of the blend, with its ratio to the other components left unspecified.

Small-Batch and Limited Production Runs

There are many distilleries involved; how can one judge if they remain anonymous?

Brand Legacy and Heritage

Tres Países, a brand under Berentzen Group, is purposefully not marketed as one of its products. This decision is rooted in the Berentzen legacy, which is tied to its well-established reputation for producing sweet, syrupy fruit liqueurs. The company felt that leveraging the credibility of its parent brand could hinder the growth potential of its new portfolio. The target audience for fruit liqueurs is young adults aged 18-25, a key stage when preferences are still forming, just before they achieve full independence. Expanding into rum allows the brand to tap into a new consumer group.

Packaging and Presentation

The presentation was given significant importance. Although matte black reduces readability, it compels the viewer to pay closer attention. Disadvantage is the inability to evaluate the drink’s color.

A Higher Proof: More Liquor, More Tax

The percentage of alcohol content does influence the taxation rate and, in turn, the final price. Nevertheless, Tres Países is bottled at a standard 40% abv.

Aging and Scarcity in the Market

The product was launched in 2019. Blending rums from different countries is not an innovation.

Assignment: Identify the commonalities and tally the scores.