The release of Endless Summer Rum, a silver rum coming June 1 to Tampa Bay, brings full circle an idea born almost two years ago. The rum, the brainchild of Grain & Barrel Spirits Founder and CEO Matti Anttila, looks to embody the iconic nature of its namesake film. A 1966 documentary, Endless Summer is perhaps the most influential surfing film of all time, as well as the inspiration behind the new spirit.
But let’s rewind. Endless Summer Rum’s journey began on Captiva Island in Southwest Florida.
“I was on vacation and at one of those boutique shops,” Anttila says. “There I noticed a tote bag that had the Endless Summer image on it. That was really when the light bulb went off and I [knew] this would really be a great rum brand.”
From there, he went online to search out filmmaker Bruce Brown Films. Within a month of talking with an enthusiastic team, Anttila met with Bruce Brown in person and spent a day on Hollister Ranch “hearing his story and making sure we were all on the same wavelength. That is when the agreement on the global rights [for Endless Summer] came to fruition.”
Rum should transport you somewhere. The search for the perfect Endless Summer Rum from the makers of Dixie Vodka and Chicken Cock Whiskey, did, as Anttilla harnessed the spirit of the film to guide his way.
“Where there is generally good surf, there is good rum. We were able to chart that path fairly well as we looked for our rum,” he says.
Beginning in South Africa, the crew worked up the eastern coast into areas that specialize in rhum agricole, made from the sugar cane juice versus the traditional way with molasses. Then they were off to the Bali, Indonesia and Fiji rum regions and surfing spots. Hawaii also proved to have interesting rum producers emerging.
“Ultimately, we came back to the Caribbean, which is the real heart of rum production in the world,” Anttilla says. “Then we came back to where rum was first produced, and that was in Barbados.”
The distillery crafting the silver rum that is Endless Summer sits on the west coast of Barbados, while the island's east coast, facing the Atlantic, is home to some of the best surfing in the Caribbean. Here, the proprietary blend includes two parts column still, one part pot still and just a touch of the aged, combining to make their signature spirit.
Anttilla notes a few big reasons why the Bay area was chosen to introduce the booze: A) It’s an enthusiastic rum market, B) He appreciates the laid-back vibe of the Florida Gulf Coast and how it reflects the rum, and C) There’s a great beach culture. While other rums may be heading away from the surf, this one wants to bring rum back to beach.
Starting next month, Endless Summer Rum is available at select indie liquor stores. However, locals can score a taste now at places like Harvey's 4th Street Grill, Undertow Beach Bar, First Chance Last Chance, Gaspar's Grotto, Sea Dog Cantina, Caddy's on the Beach, VIP Lounge & Mexican Restaurant and Fiddlers Green.
With a price point set at about $14, it’s poised to be a competitive silver rum.
“Florida is our home as a brand, as a company,” said the Grain & Barrel Spirits founder and CEO, “so it’s really important that we do well here.”
This article appears in May 18-25, 2017.