Post #774928 by AceExplorer on Mon, Apr 10, 2017 6:07 AM

On 2017-04-09 23:14, RumScrummager wrote:
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.

RumScrummager, thank you for the awesome post on Stroh 80 / Stroh 160. I don't disagree with any of your points, you made me re-think a few things on my end. Especially your point about the "base spirit" - I think you nailed that. Just for fun, I'll share some of my thoughts when I read your post:

1. You stated that it's not a "rum" really, and I hadn't really thought of it that way before. So I think it's really a "carrier" for all the other spices and flavors. I also see that the alcohol content between the various proofs does simply seem to be for heat, although I don't know if they also dial up or down the spice flavorings between proofs.

2. Marketing -- wow, didn't know they are re-labeling the Stroh 80 to be Stroh 160. That makes sense though since their competitor's products have been marketed by proof instead of percentage. Now, given a choice for flaming garnishes, I'm gonna guess that Stroh's 160 will be a bit more pleasing to the nose than another generic 151 rum, although Stroh's would be an expensive flaming agent, especially in light of the good availability of lemon extract.

Interesting point -- here in Flori-duh we're not allowed to import anything stronger than 151 proof. Stroh's 160 must be mail-ordered or carried in from surrounding states. I love checking liquor stores in other states when I'm travelling. It's always a surprise what you can find in smaller liquor stores. Just because a store is in a small town doesn't mean the owner won't carry some great stuff.

I also fully agree about Stroh's trying to "pull themselves out of grandma's kitchen in Austria." I think this is how they came to be so integrated into Austrian cooking and baking. The spices in Stroh's are heavenly for some baking applications. But for drinking, nah, unless you mix with it, which is really the only way I use it. Once in a rare while I'll take a small sip to re-familiarize myself with the flavor profile. But the 160 proof has a strong burn and interferes with sipping unless you water it down.

3. I don't recall ever reading the label and scrutinizing the ingredients. I'll definitely do that sometime. Sounds pretty crappy to me, and fortunately Stroh's tends to only be used as a minor ingredient in cocktails.

4. You and I are 100% in agreement on your final point -- I also love having Stroh's on hand. It really does have the ability to make some very good flavor contributions to cocktails. Frankie's Tiki Room demonstrates this quite well because they successfully use Stroh's in a number of their cocktails. Stroh's reminds me of how cinnamon syrup can provide a pleasant and subtle background flavor in a cocktail, except the Stroh's is MUCH stronger. It really is very good to have on hand. I definitely cannot bring myself to dismiss Stroh's entirely even though I wouldn't drink it neat. It does have good value for some drinks, but I don't think it's essential. Someday I may come to drop a few bucks on their Jagertee ("Hunter's tea") and give it a try. And - just for grins - every now and then I make people taste it too. It's pretty funny to watch their reactions.

Again, thanks for your response. It's difficult to get good feedback on this stuff. Too many people just don't want to touch it.