ABC store is the bright orange label of 10 Cane Rum, sitting prominently at eye level on the shelf. The distillery is owned by LVMH Moët Hennessy - Louis Vuitton - which explains the marketing power. After several years of browsing I finally forked over the $30 to discover for myself, what the marketing buzz was all about.
The rum is produced in Trinidad using the "rhum agricole" technique - the first press of the sugar cane juice and not molasses - and allegedly requires the juice from 10 cane stalks to produce a single bottle of rum. This rum is then aged one year in new French oak and blended with a small dose of older Trinidadian rum.
The rum pours a pale yellow and the nose, sweet alcohol. Not a lot going on at this point - sweetness and burn. This trend continued on the palette with no noticeable flavor profile rising forth - just a general sweetness of brown sugar followed by a slow burn. Adding a few drops of water actually suppressed the sugar, but not the alcohol. Conclusion: not at all worth the price. You may ask, if the rum isn't anything special, why the almost empty bottle. The short answer - makes a decent (yet expensive) mixer for the Hemingway Josie Russell.