This rum tastes completely different than any you’ve got tried earlier than

Cinecane is a rum that tastes like popcorn. It brings the style of cinema right into a bottle.

James Bond with out a martini – unimaginable. The dude with out a White Russian? Just a spoiled previous hippie who likes whale songs. And Carrie Bradshaw would have had solely half as a lot to inform her associates with out the Cosmopolitan. Films and drinks undoubtedly belong collectively. At least on the display. In the cinema, if they’re allowed to open once more quickly, it normally stays with Coke and Popcorn. Andreas and Waldemar Wegelin from Hamburg needed to vary that: They created a popcorn rum that, blended with cola, brings the style of cinema into the glass.

“We didn’t want to make the umpteenth gin”

The two cousins ​​turned recognized all through Germany in 2017 once they introduced their firm Tastillery within the start-up present “Die Höhle der Löwen”. They charmingly current their high-quality alcohol tasting units with which you’ll strive completely different spirits with out having to purchase bottles of the identical measurement. A deal didn’t materialize, however the younger firm benefited enormously from the looks: If just a few hundred packing containers have been despatched earlier than, round 8,000 units have been shipped within the first week after broadcast. The hottest packing containers embody the whiskey journey all over the world and the gin journey all over the world.

The packing containers turned a trademark, however now they solely account for a fraction of gross sales. The ever-growing on-line store and new merchandise equivalent to elaborately designed introduction calendars at the moment are the gross sales drivers. The greatest hit is although Cinecane, the popcorn rum. He is the million greenback child of the 2 Hamburgers: “We had the idea for a long time,” mentioned Waldemar Wegelin in an interview with him star. In 2014 they found the recipe for “Cinema Highball” in a cocktail ebook by US bartender Jim Meehan, by which cola is mixed with a rum that has beforehand been enriched with popcorn flavors utilizing complicated processes.

“When we were looking for our own product at the end of 2017, the recipe came back to us. But we dismissed that as too crazy. Who wants popcorn rum? But the longer we thought about it, the clearer it became to us: The crazy thing is about it. ” Of course you would have made your individual gin, “like everyone else,” provides Andreas Wegelin. But you simply did not need the standard suspects. “We wanted to do something creative, something inspiring. A drink with a clear identity. And this is not the umpteenth gin, even if we would have sold a few thousand bottles of it quickly.”

The Caribbean meets popcorn

But how does the popcorn get into the rum? “We use matured rum from the Caribbean as a base, which we distill from freshly buttered popcorn. In the second step, we add popcorn again. At the end we blend this with the base rum.”

It took a 12 months and a half to develop the ultimate recipe. At the beginning of the sale, the 2 have been very skeptical: “I don’t know whether our customers will get it. Sales will probably start slowly, nothing works overnight,” says Waldemar Wegelin, who beforehand had twelve years of expertise in promoting businesses, together with in Tokyo labored for purchasers like Nike and Google.

The issues have been unfounded: the primary batch of 1,600 bottles was offered out inside just a few weeks. Since then he has made a reputation for himself amongst rum followers and is one of the bestsellers among the rums with taste. It tastes good as a daiquiri or quaint with just a little salt and maple syrup, the popcorn be aware offers each drinks an thrilling twist. However, you must adapt the standard recipes as a result of excessive sweetness. A star is born?

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