Considering the fact that Patagonia is one of our favorite companies, we're really digging the marketing strategy for Skaalvenn Distillery's new Habanero Rum. Because like Patagonia, who built a fanatical following telling people they would prefer if they didn't buy their stuff because it's essentially destroying the planet, Skaalvenn is actually advising people not to buy it because it's got more heat than they can handle. If black pepper makes you sweat, they say, you'll want to stay clear of this one.
Now I don't know about you, but in the crew we run with, that sort of challenge is what we refer to as motivation. The phrase "don't be scared" has literally been the preface to most all of the best, and worst, things we've ever attempted. So while many people would look at Skaalvenn's self-deprecating sales pitch as crazy, we say, hell yeah. Crazy like a fox.
Not having tried the stuff - unfortunately, samples don't come as attachments to PR emails - we can't say whether there is any truth to Skaalvenn's claim that "it doesn't burn but induces a noticeable reaction from the salivary and sweat glands." But we have had some experience with pepper enhanced spirits (check out the Spirit Review in Issue 009), and we can say, it's not always good.
That said, this new expression from Skaalvenn has us intrigued, if only because its a rum rather than a vodka, and we're looking forward to giving it a taste. And if that's not enough, there is always the default.
Don't be scared.
