Independent bottler Denizen started a rebranding process back in late 2023, changing the label design for their blended rum expressions. This process has been continuing as old stock has been replaced over time with new bottles that feature the new labels.
We previously covered the transition of Denizen Aged White rum, which also included component changes to the blend. Whereas the previous bottle was designated with a prominent number and the text that said “aged 3 years,” the new blend sneakily has a large 5 but subtly says “aged up to 5 years.” Jamaican rum seemed to be removed from the Aged White blend, a noticeable enough change where I could taste the difference and prefer the old “3” version.
Merchant’s Reserve was the first expression from Denizen, a blend of Jamaican and Martinique rums designed to emulate the Second Adjusted Mai Tai formula from Trader Vic’s, circa mid 1950s. The previous label stated “aged 8 years” but the new label says “aged up to 8 years” presumably because the Martinique Grand Arǒme isn’t aged for that long or possibly at all. Moreover, when Merchant’s Reserve was first introduced, an article about the rum from Cocktail Wonk Matt Pietrek indicated that some of the Jamaican rum was aged only four years and some not aged at all. So, I guess the new label is more precise, even as the small print “up to” still feels a little bit deceptive.
ABV remains at 43%, but there is now inclusion of “Caribbean rums” without any country of origin. This is disappointing in that it likely means a reduction in the Jamaican component.
Regardless of the age and components, Merchant Reserve’s stellar reputation as a de facto gold-standard single bottle Mai Tai rum means I needed to check to see if the taste of this blend has changed like it did for Aged White.
I made two Mai Tais with identical ingredients and a shared pool of lime juice and couldn’t taste any difference. A visual comparison indicated no differences with the rum inside a tasting glass, and blind tasting with several pours of each expression also led me to the same conclusion: I can’t taste any difference between the new and old bottle of Denizen Merchant’s Reserve.
There you go, Mai Tai fans. No FOMO about branding changes, at least for what’s most important which is the liquid inside the bottle. Denizen Merchant’s Reserve remains a stellar blended rum and a smart choice for anyone wanting to make a great Mai Tai.
“I can’t taste any difference between the new and old bottle of Denizen Merchant’s Reserve”