Once a pirate’s favorite tipple, rum is now taking top billing on cocktail menus and In the Philippines, rum is already a go-to drink to serve at parties and get-togethers. With the recent resurgence of dark rum’s popularity among younger drinkers (18 to 24), ’80s icon Añejo Rum is staging a comeback.

Añejo Gold Medium Rum 350 ml cylindrical bottles

Añejo Rum was a famous brand in its heyday—you may remember that it was even the name of a PBA basketball team. So why is this the right time for a reintroduction? Henry Simon, Brand Manager for New Product Development, says that idea of launching the new Añejo Gold Medium Rum stems from insights that his team learned from the more “dynamic” generation of younger drinkers. “In terms of strength, they find their usual rum drink as too strong and pang wasakan (for getting hammered). It is important to them that it should not result in any hangover or discomfort the next day. And when they drink ‘light’ liquor brands, they find it ‘bitin’ (not satisfying) and they often have to spend more to get their usual hit.”

Añejo Gold Medium Rum is specifically formulated to be 67.5 proof

He says that there was a gap in the market for a spirit that was not too strong, not too light—just right and balanced. Añejo Gold Medium Rum is specifically formulated to be 67.5 proof, which gives a moderate alcohol kick. The packaging was also important. The first releases of Añejo were in 375 ml lapad bottles; today, Añejo Gold Medium Rum is encased in easy-to-carry 350 ml cylindrical fun-size bottles that look a little similar to soft drink bottles.

DrinkManila.com was able to sample the product before its official release. Our verdict? If you’re looking for rum that is easy to drink, with notes of honey, toffee, caramel, and aromatic vanilla, then Añejo Gold Medium Rum may be a worthwhile purchase for you. We even did a blind tasting during some of our pop-up bar events, and people who tried it always asked for seconds. Unlike the bottles of rum that are commonly sold in convenience stores and groceries, Añejo doesn’t burn your tongue and has a long, satisfying finish that leaves you wanting more.

Añejo Gold Medium Rum is great for drinking neat, on the rocks, or mixed in dark spirit cocktail recipes. Two easy-to-make cocktails highlight the flavors especially well: Mestiza, made with Añejo Gold Medium Rum, sweet guyabano juice, and ice, and Morena, made with cranberry iced tea and ice.

Añejo Gold Medium Rum recently launched in Bacolod

Añejo Gold Medium Rum recently launched in Bacolod with an event themed “Tripscape.” “There are two ideas here: trip and escape,” explains Simon. “The younger generation now is more dynamic. They try and experience everything and that is what we celebrate.” He says that behind every story of escape is a story of passion, and Tripscape celebrates the drive to follow your passions. “We are talking to the younger segment, which is 18 to 24 years old. These individuals accept and understand the responsibilities in life and its routine-like environment but seek moments wherein they can escape to their wants and passions and fully enjoy it.”

Añejo Gold Medium Rum freedom wall
Guests were treated to magic trick performances
Ginebra San Miguel Inc. Group Brand Manager for Brown Spirits Paul Vincent A. Camello
Ginebra San Miguel Inc. Marketing Manager Ronald Rudolf C. Molina
Brand Manager for New Product Development Henry L. Simon

The rum’s catchy official jingle written by Itchyworms’ Jazz Nicolas debuted during the festival, which also featured performances from Nancy Brew, Yantra, and Frac/tions and an exhibit by local artists Franco Ramos, Chomin Aberasturi for photography, Beto Tiano for visual arts, and Bacolod Circle of Young Designers for fashion. Bartender Lester Ligon created two rum cocktails for the launch: the Añejo Old Fashioned (made with 60 ml Añejo Rum, 5 ml butterscotch syrup, and 3 dashes Angostura Bitters, served in rock glass and garnished with an orange peel) and the Junglebird (made with 60 ml Añejo Rum, 15 ml Campari, 15 ml pineapple juice, and 3/4 ml lime juice).

DrinkManila’s editor-in-chief Tatum Ancheta, event host Rizza Diaz, and bartender Lester Ligon talk about the tasting notes for Añejo Gold Medium Rum
Junglebird (made with 60 ml Añejo Gold Medium Rum, 15 ml Campari, 15 ml pineapple juice, 3/4 ml lime juice
Añejo Old Fashioned (made with 60 ml Añejo Gold Medium Rum, 5 ml butterscotch syrup, 3 dashes Angostura bitters, served in rock glass and garnished with an orange peel)
Bacolod’s Drinking Coach Manuel Barandiaran showing everyone what it means to be a drinking coach
Bacolod Circle of Young Designers exhibit
Bacolod Circle of Young Designers
Photo exhibit by Franco Ramos, Chomin Aberasturi
Ginebra San Miguel Inc. Marketing Manager Ron Molina, Rizza Diaz, Bacolod’s Drinking Coach Manuel Barandiaran, DrinkManila’s editor-in-chief Tatum Ancheta, Añejo Gold’s Brand Manager for New Product Development Henry Simon, Ginebra San Miguel Inc.’s Group Brand Manager for Dark Spirits Paul Camello, and bartender Lester Ligon
FRAC/TIONS an indie rock band from Bacolod City
Nancy Brew
Yantra

For now, bottles of Añejo Gold Medium Rum will only be sold in the South Philippines area. It can be found in Davao, Bacolod, Dumaguete, and San Carlos, and will soon hit Iloilo City for the first quarter of 2018. Expect Añejo Gold Medium Rum bar events at popular bars in the South: Saging Republik, Calle Cinco, Zigudo, Parking Space, Upstairs, Bricklane Square and Matina Town Square in Davao, and The Palms 1 and 2, 9th sTREAT Food Zone, and Licuala Grandis Food Park in Bacolod. Añejo Gold Medium Rum costs Php45 per bottle in retail outlets.

For more information, Like Añejo Gold Medium Rum on Facebook and follow @anejomediumrum on Instagram.

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