Post #774924 by RumScrummager on Sun, Apr 9, 2017 11:14 PM

Sorry to get back to this thread so late.

This is in response to AceExplorer's query regarding Stroh 80.

Here's my personal take:

Stroh is not even a rum - that is, in the modern sense of the word.

Just like Hum is a botanical 'spirit,' Stroh 80 is an Austrain rum-based 'spirit'. It really has very little to do with rum. For example, how many people actually knew that Midori is cognac-based? Exactly. Malibu is a rum-based coconut liqueur and Kahlua is a rum-based coffee liqueur. Rum is used for a LOT of bases. In Stroh's case, the rum component is merely the slave base. The rum base itself (as one would expect) is quite unremarkable and more akin to paint stripper or de-natured alcohol. 80% of these bases are made from by-products (using special centrifuges) since they cannot be traditionally processed.

However, due to savvy marketing and clever hype, Stroh 80 has become 'Stroh 160' and is now not only a rum, but a 'spiced rum.' Funny that.

Utilizing Jagermeister-worthy ad campaigns to promote the product in North America, including drinking games and slapping 'Stroh 160' labels over the old 'Stroh 80' labels (they didn't bother to pull the old bottles), they are trying to creep out of grandma's kitchen in Austria and appeal to the uber-hip, manbun-wearing North American crowd. Nothing wrong with that at all since ALL spirit companies are really marketing companies in disguise. Grey Goose and Sidney Frank taught us all about that donkey's years ago.

Just so people know, the change from 'Stroh 80' to 'Stroh 160' was only so they could tap into the higher proof/overproof market craze; the larger numbers look more impressive on the bottle you see. Ask any craft cocktail bar or mixologist and 80 proof is 'meh' nowadays.

Finally, the devil is in the detail: if you scrutinize the bottle label, it pretty much lists every ingredient that is (nowadays) considered anti-rum, anti-craft, and almost unethical. Artificial flavour, anyone? How about certified chemicals and colors? Or, how about a healthy dose of FD&C Yellow #5, perhaps?

ps. I actually happen to LOVE the product myself and use it in many of my Tiki cocktails. I sometimes force unsuspecting guests to take a shot too. However, I do not consider it a rum. To me, it is a great 'spike' - something very high-octane in terms of pushing heat, but not flavour.