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EMBARGO Añejo Esplendido is sold at an average price
Alexandre Sirech and Jean Moueix met in Cuba, where Alexandre ran the Havana Club International rum company. They became friends and then partners, creating Les Bienheureux, a company specializing in the design of innovative, high-quality spirits. David versus Goliath”, they decided to focus on research to create products that did not exist on the market. They also impose a competitive blind tasting before the release of each new product.
To understand their rum strategy, it’s important to remember that there are two main schools of thought in this business: agricultural rums and light rums. Each has its supporters, some of them virulent.
Most agricultural rums are produced in the French West Indies. They are distillates of sugarcane juice. They have great aromatic power, but some can be heavy. Light rums (‘rones ligeros’) were developed in Cuba in the nineteenth century. To produce them, molasses – the viscous, non-crystallizable residue of sugar production – is distilled instead of cane juice. The resulting eau de vie (‘aguardiente’) is separated into two batches. The first is aged in oak barrels. The second is redistilled to obtain the purest possible alcohol: ‘superfino’. The two batches are then blended and filtered through activated charcoal. The resulting rum is less aromatic but more easily digestible than rhum agricole.
Arriving in Cuba with a strong preconception of agricultural rums, Alexandre discovered the high quality of light rums, of which he became an ambassador. The success of Cuban rum is impressive. Even France, the birthplace of French agricultural rums, which are much less taxed there than their foreign competitors, eventually succumbed to the charm of Cuban rum. But while these light rums are very pleasant to drink, they lack the incomparable nose of agricultural rums. How can the two schools of thought be reconciled? By marrying them… EMBARGO was born. After two years of research, Les Bienheureux perfected a subtle blend of rhum agricole from Martinique and light rums from Cuba, Guatemala and Trinidad & Tobago.
EMBARGO Añejo Esplendido is the most upmarket and aged creation in the EMBARGO range. This predominantly Guatemalan rum is blended with three light rums (Cuba, Trinidad & Tobago) and an agricultural rum from a famous Martinique distillery. It undergoes longer aging and has just been awarded the Grand Gold Medal at the Concours de Bruxelles 2017. The nose reveals sweet spices (cardamom, cinnamon), a hint of paprika, acacia honey and a touch of orange blossom. The palate is balanced, round and fresh. Notes of quince and plum mingle with gingerbread and clove.
EMBARGO Añejo Esplendido is sold at an average price
of 39 ¤ incl. VAT
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