Money talks, bullshit walks...
One of the best indicators of rum trends is spending time haunting the amazing liquor stores of South Florida. So near to the Caribbean, and populated by wonderful people from all over South and Central America and the islands you can be sure we have hard-to-find rums at hard-to-believe low prices.
It's the relative prices that count in terms of trends.
For example when the Puffery and Preachery were still treating then pricey Tommy Bahama as though he really existed and his rum really mattered, our marketplace disagreed. Tommy's prices were dropping like bombs on Berlin and the semi-closeouts had already begun.
Trend noted, and like always it was right.
But how 'bout MGXO and Zacapa 23?
Zacapa was based on exquisite marketing, packaging and promotion and the prices sure showed it, roughly $40 or more at a time when Mount Gay Extra Old could be had for about $30. Never you mind that MGXO always was, and still is a better rum.
Things have changed.
The Rum Project was one of the first widespread sources to buck the blowhards and tell the truth - Zacapa 23 wasn't 23 years old, did not use a true solera system, was actually a blend and - was probably altered, particularly in the way of sugar. Delicious? Sure. Worthy of forty plus dollars? Hardly. And the net is a funny thing - apparently we were not alone. Sometimes all it takes is for a precious few souls to hold forth and speak out and...
And the tide turns.
I've been noticing Z-23 edging down in prices, to $39, even $37. Then today, voila! The vaunted, haunted Z-23 for a relatively ordinary $30! Yup, the regular price, not a sale. This was especially notable as current marketing thinking is that the recession has created two markets: ultra-premium expensive and ultra-shitty cheap (think the deluge of new spiced rums). Apparently Zacapa 23 is now both, lol. As for MGXO...
The prices remain stable in the low to mid $30's, reflecting a rum of consistent high quality and reputation. At last! I couldn't be more pleased...
Competition: MGXO beats Zacapa. Finally!
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Capn Jimbo
- Rum Evangelisti and Compleat Idiot
- Posts: 3550
- Joined: Mon Dec 11, 2006 3:53 pm
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I got Z-23 a year and a half ago at Total Wine in Orlando for $35.
I also got the Zacapa XO - which I normally see for $80-100 or more - for $49 last fall from Shopper's Vineyard.
Both are good but I would prefer any of the El Dorado 5-12-15 yrs all of which are cheaper. The Zacapa XO does have a very nice bottle though.
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Capn's Log: Thanks for your post. Keep in mind that Z-23 was once promoted - and accepted - as the best rum in the world. This was a masterful job of deceptive marketing. Honestly, when we first posted our criticisms on the net, the reception was chilly. But it was not long before others who felt the same way felt emboldened to speak out.
Took about a year and the bloom was off the rose, as the prices indicate. This is even more revealing since super and premium rums still have a marketplace among the 1%.
I also got the Zacapa XO - which I normally see for $80-100 or more - for $49 last fall from Shopper's Vineyard.
Both are good but I would prefer any of the El Dorado 5-12-15 yrs all of which are cheaper. The Zacapa XO does have a very nice bottle though.
*******
Capn's Log: Thanks for your post. Keep in mind that Z-23 was once promoted - and accepted - as the best rum in the world. This was a masterful job of deceptive marketing. Honestly, when we first posted our criticisms on the net, the reception was chilly. But it was not long before others who felt the same way felt emboldened to speak out.
Took about a year and the bloom was off the rose, as the prices indicate. This is even more revealing since super and premium rums still have a marketplace among the 1%.