About the Rum Report 3

Survey 1 - October 2003 11
Question 1 of 9: Tell us a little bit about yourself 11
Question 2 of 9: What is your gender? 11
Question 3 of 9: What is your age? 11
Question 4 of 9: What is your marital status? 11
Question 5 of 9: How do you prefer to consume rum? 11
Question 6 of 9: How many different rums do you keep at home? 11
Question 7 of 9: What is your favorite type of rum (by color)? 11
Question 8 of 9: What is your favorite type of rum (by type)? 11
Question 9 of 9: Where are you located? 12
Survey 1 Summary (2,663 responses) 13
Survey 1 Details: By age 18
Survey 1 Details: By location 22

Survey 2 - November 2003 27
Question 1 of 7: How often do you try or purchase "new" rums? 27
Question 2 of 7: When you decide to purchase a new rum, what is the most important factor? 27
Question 3 of 7: When purchasing rum at a liquor store, how important is it to you that the staff be knowledgeable about rum? 27
Question 4 of 7: Have you ever attended a rum tasting? 27
Question 5 of 7: In your opinion, which would be the best setting for a rum tasting? 27
Question 6 of 7: Do you think rum companies are doing enough to educate consumers about their products? 27
Question 7 of 7: Have you ever purchased rum on-line? 28
Survey 2 Summary (978 responses) 29
Survey 2 Details: By frequency of rum purchases 33
Survey 2 Details: By most important purchase factor 36

Survey 3 - December 2003 39
Question 1 of 7: What has been your top motivation for purchasing rum on-line? 39
Question 2 of 7: How many times have you purchased rum on-line this year? 39
Question 3 of 7: During the holiday season, which rum are you more likely to buy? 39
Question 4 of 7: How often do you cook with rum? 39
Question 5 of 7: Since you learned about "Got Rum?", how often have you read the monthly magazine? 39
Question 6 of 7: Have you been downloading the free lessons at The Rum University (www.rumuniversity.com)? 39
Question 7 of 7: Have you tried making any of the recipes featured in "Got Rum?"? 39
Survey 3 Summary (1,153 responses) 41
Survey 3 Details: By freq. of on-line rum purchases 45

Survey 4 - January 2004 49
Question 1 of 7: What is the most important quality a good rum should have? 49
Question 2 of 7: What is the most important factor in a bottle's presentation? 49
Question 3 of 7: What is the ideal color for a Premium Rum? 49
Question 4 of 7: What is the most important element of a Premium Rum's aroma? 49
Question 5 of 7: What is the most important element of a Premium Rum's taste? 49
Question 6 of 7: What is the most important element of a Premium Rum's alcohol strength? 49
Question 7 of 7: Do you think there should be international standards that regulate rum's strength, sugar content, aging, blending and labeling? 50
Survey 4 Summary (1,212 responses) 51
Survey 4 Details: By rum’s most important quality 55
Survey 4 Details: By bottle’s presentation factor 58

Survey 5 - February 2004 61
Question 1 of 11: What is your age? 61
Question 2 of 11: How often do you consume Fruit-FLAVORED rums? 61
Question 3 of 11: How often do you consume SPICED rums? 61
Question 4 of 11: What do you think about the sugar level of the FLAVORED rums you've tried? 61
Question 5 of 11: What do you think about the alcohol level of the FLAVORED rums you've tried? 61
Question 6 of 11: What do you think about the sugar level of the SPICED rums you've tried? 61
Question 7 of 11: What do you think about the alcohol level of the SPICED rums you've tried? 62
Question 8 of 11: Do you think FLAVORED rums should be smooth enough to be consumed neat? 62
Question 9 of 11: Do you think SPICED rums should be smooth enough to be consumed neat? 62
Question 10 of 11: What do you think about the current selection of FLAVORED rums? 62
Question 11 of 11: What do you think about the current selection of SPICED rums? 62
Survey 5 Summary (1,878 responses) 63
Survey 5 Details: By age 69
Survey 5 Details: By freq. of consumption of flavored rums 74
Survey 5 Details: By freq. of consumption of spiced rums 79

Survey 6 - March 2004 85
Question 1 of 6: How often do you consume over-proof rums? 85
Question 2 of 6: What is the best use for an over-proof rum? 85
Question 3 of 6: If you see an over-proof rum that has an amber-golden color, would you assume it is aged? 85
Question 4 of 6: Do you currently have any over-proof rums in your house/bar/restaurant? 85
Question 5 of 6: Would you consider buying a spiced over-proof rum? 85
Question 6 of 6: Would you consider buying a fruit-flavored over-proof rum? 85
Survey 6 Summary (1,164 responses) 87
Survey 5 Details: By freq. of consumption of overproof rum 90
Survey 5 Details: By likelihood of purchasing spiced overproof rum 93
Survey 5 Details: By likelihood of purchasing flavored overproof rum 96

Survey 7 - April 2004 99
Question 1 of 9: How often do you consume spiced rums? 99
Question 2 of 9: How are you most likely to consume spiced rums? 99
Question 3 of 9: When are you most likely to consume spiced rums? 99
Question 4 of 9: What is the most important flavor in a spiced rum? 99
Question 5 of 9: What is the least important flavor in a spiced rum? 99
Question 6 of 9: What is the best color for a spiced rum? 99
Question 7 of 9: How sweet should a spiced rum be? 100
Question 8 of 9: Would you be willing to pay more for a spiced rum that was made with aged rum? 100
Question 9 of 9: What is the best alcohol strength for spiced rums? 100
Survey 7 Summary (1,771 responses) 101
Survey 7 Details: By likelihood of purchasing flavored overproof rum 106
Survey 7 Details: By willingness to pay more for aged spiced rum 110

Survey 8 - May 2004 115
Question 1 of 9: How often do you consume White Rum? 115
Question 2 of 9: Did you know that some white rums are aged and others are not? 115
Question 3 of 9: Should all white rums be aged? 115
Question 4 of 9: Should white rums be smooth enough to be consumed neat? 115
Question 5 of 9: What is the most important flavor in a white rum? 115
Question 6 of 9: What is the most important aroma in a white rum? 115
Question 7 of 9: What is the main difference between white rums and gold rums? 116
Question 8 of 9: What is the main difference between white rums and dark rums? 116
Question 9 of 9: What is the main difference between a “regular” and a “Premium” white rum? 116
Survey 8 Summary (1,370 responses) 117
Survey 8 Details: By freq. of consumption of white rum 122
Survey 8 Details: By aging of white rum 126

Survey 9 - June 2004 131
Question 1 of 8: What is your age group? 131
Question 2 of 8: How often do you consume rum-based cocktails? 131
Question 3 of 8: What rum (by rum type) have you consumed most in your cocktails? 131
Question 4 of 8: What rum (by age) have you consumed most in your cocktails? 131
Question 5 of 8: Would you be willing to pay more at a bar to drink a cocktail made with a premium (non-white) rum instead of a white rum? 131
Question 6 of 8: What is your favorite rum cocktail? 131
Question 7 of 8: Are aged rums easier to mix than young rums? 132
Question 8 of 8: Would you consider buying a premium rum that is excellent ‘neat’ but that is not a good mixer? 132
Survey 9 Summary (1,502 responses) 133
Survey 9 Details: By age 137
Survey 9 Details: By frequency of consumption of rum cocktails 141
Survey 9 Details: By type of rum used in cocktail 145

Survey 10 - July 2004 149
Question 1 of 8: What is your age group? 149
Question 2 of 8: Where are you located? 149
Question 3 of 8: Should there be international standards in the rum industry that define terms such as “Premium,” “Reserve” and “Añejo”? 149
Question 4 of 8: If you found out that your favorite distillery was polluting the environment, would you continue to buy their rums? 149
Question 5 of 8: Do you think rum is priced appropriately based on its quality? 149
Question 6 of 8: Should “Cachaça” and “Aguardiente” be allowed to be classified as Rum? 149
Question 7 of 8: Should alcohol made from sugar beets be allowed to be classified as Rum? 150
Question 8 of 8: Do you know the difference between Cachaça, Aguardiente and Rum? 150
Survey 10 Summary (1,461 responses) 151
Survey 10 Details: By age 155
Survey 10 Details: By location 159

Survey 11 - August 2004 163
Question 1 of 7: What is your age group? 163
Question 2 of 7: Where are you located? 163
Question 3 of 7: What is your gender? 163
Question 4 of 7: How important is it for a rum to be endorsed by a celebrity? 163
Question 5 of 7: How important is it for your favorite rum to be constantly advertised in the media? 163
Question 6 of 7: Which form of advertising is most likely to convince you to try a new rum? 163
Question 7 of 7: Which form of advertising is least likely to convince you to try a new rum? 164
Survey 11 Summary (1,503 responses) 165
Survey 11 Details: By age 169
Survey 11 Details: By location 172
Survey 11 Details: By gender 175

Survey 12 - September 2004 179
Question 1 of 10: What is your gender? 179
Question 2 of 10: What is your age? 179
Question 3 of 10: Tell us a little bit about yourself 179
Question 4 of 10: Can you distinguish aged rums from unaged rums by smell? 179
Question 5 of 10: Can you distinguish aged rums from unaged rums by taste? 179
Question 6 of 10: Can you distinguish pot still rums from column still rums by taste? 179
Question 7 of 10: Do you regularly read any wine/spirits magazines? 179
Question 8 of 10: Do you regularly read any food magazines? 179
Question 9 of 10: Do you smoke (cigars, cigarettes, pipe)? 180
Question 10 of 10: When was the last time you tried a new rum? 180
Survey 12 Summary (1,837 responses) 181
Survey 12 Details: By gender 186
Survey 12 Details: By age 191
Survey 12 Details: By last rum purchase 196

Other Publications by Rum Runner Press, Inc. 202