Emperor Rum Toolkit 2021 by Mataora

INTRODUCTION Emperor Rum is a range of unique and rare blended rums crafted in the beautiful surroundings of the Island of Mauritius. Using quality andconsidered ingredients, the Emperor Rum style is elegant and refined with a distinguished character, that is only recognisable in rums of superior quality. Created using 100% Mauritian rums and following a production process that brings traditional and modern methods together, Emperor Rum offers an exclusive tasting experience to the rum connoisseur. Inspired by Mauritius’ rich history, Emperor Rum is named after King George V as an homage to the island’s British heritage. Today, Emperor Rum perpetuates the island legacy by combining rum-making heritage and authenticity with innovation, dedication and passion.

THE STORY

In 1901 soon before King George V was crowned, he set sail, homeward bound, from his voyage to Australia with his wife, Mary. Docking for a short time in Mauritius the couple, who were very much in love, were said to be transfixed by the island, enchanted by its beauty and mystic. Captivated, they extended their time there and wrote postcards home describing the beauty and opulence of the land, locals believe they saw Mauritius as a paradise lost. Today, Emperor Rum plays homage to that very voyage and captures that moment when a place is so entrancing and otherworldly - it takes your breath away and enchants so powerfully that all there is to be done is stop, breath and capture the spirit of moment.

EMPEROR BRAND ON A PAGE Position For those who capture the finer things that life offers Purpose To bring a legacy moment to the world of rum Promise To emulate a moment in time that’s worth holding on to Person Discerning, refined and intelligent who wishes the same of the brands they seek Proof The only Mauritian rum finished using French knowhow, distillation methods and philosophy Personality Memorable, bold and fluent

EMPEROR RUM CONSUMER The Affluent Trend Seeker Highly educated and above average earners of +35. They work hard, but they also enjoy life and are highly active socially. They pride themselves on being influential on others, buying new products first and knowing the trendy places to eat and drink, whilst wearing the latest designer outfits to stand out from others. They like to purchase brands that promise quality time and time again. They are interested in authenticity, history and even the individuals who make their product – they love the personal stories behind their favourite drink. They are particularly concerned with where the products they buy are sourced from, whether it’s the materials or ingredients used. They aren’t concerned with the cost and will splurge as long as they believe it is worth the money Where do they go out? They won’t compromise on their lifestyle choices and what was once cool for them in their 20s has just been refined and adjusted to suit their possible family situation. Entertaining friends takes place at home where they show off their cocktail-making skills and well stocked bar trolley.

OVERVIEW OF THE RUM CATEGORY

MAURITIUS, A LONG STANDING RUM HERITAGE Mauritius’ history is strongly linked to the rum industry. Sugarcane was first introduced to Mauritius from Java during the Dutch Period (1598-1710), mainly to produce an alcoholic drink through fermentation called ‘Arrack’. It is in the 18th Century, under the French and English administrations, that the island’s rum industry fully developed. First led by French Governor, Bertrand-François Mahé de La Bourdonnais, Mauritius transformed itself into a plantation economy with sugarcane as the primary crop when it became a British colony in 1810. In 1852, Dr Pierre Charles François Harel started developing the concept of local rum distillation on the island which enabled the industry to develop and thrive. Mauritius is now home to six distilleries. The combination of Mauritius’ volcanic soil, microclimate and altitude create the ideal conditions to produce a unique style of rum that is comparable to some of the world’s most famous expressions.

MAKING OUR RUMS Our unique rum blends are steeped in the island’s history Mauritius is one of the few countries that produces both traditional and agricultural rums. Mixing a dedicated production method with the ageing expertise of its master blender, Emperor Rum is the only Mauritian rum to blend two worlds together : traditional and agricultural rums in one bottle. Emperor Rum is a complex blend of pure and fresh sugarcane juices and molasses distilled in both pot- stills and column stills. After distillation, the rums are blended and aged in French and American oak barrels. This aging process is an essential element of Emperor rum-making as it allows the liquid to develop a wide range of aromas. The team pays meticulous attention to the casks it uses and the way they interact with each of the rum components. During the long ageing and blending processes, the rum is regularly tested ensuring the production of a highquality liquid. Since its creation, Emperor Rum has developed a strong understanding of the character of aging and has become a respected authority on the art of aged rum blending.

EMPEROR HERITAGE 40°- 70 cl

Heritage is a blend of traditional rums aged between 5 and 12 years old. 100% made from Mauritius rums, it combines pureand fresh sugarcane juice and molasses in a unique expression. This results in a balanced rum with delicate and lingering flavours of fruits, vanilla and a warm consistency.

Tasting notes

Aromatic profile

Appearance : Natural amber Nose: Sustained floral notes with dominant aromas of oak, vanilla, ground almond, caramelised fruits and hints of spices Palate: Delicate and velvety textures linger and reveal pronounced aromas of spicy dark chocolate and coffee, with a subtle smoky finish Serving suggestion: Best enjoyed neat or on the rocks Available : Europe, Asia, Australia, USA