When talking drinking, hearing the word “Hurricane” usually makes people shudder. The cocktail-as-named has been known to make many a person quiver under the multiple rums used; the curvaceous glass has no soft touch for light imbibers. It can be a very tasty drink if crafted respectfully, but does not hold the same refreshment quotient as a G&T or Cape Codder.

Similarly, hearing the word “hurricane” can give distillers and owners of establishments a queasy stomach. It can bring an early end to tourist season, let the air out of a vacation weekend, or totally damage the building, putting the owner totally out of business. For a distiller, years of age can be upset by water’s force, damaging warehouses, contaminating barrels, and ruining the ROI that a fine whisk(e)y offers.

In this article, the Old New Orleans Rum brand shows that there is sunlight after the storm passes. Hurricane Katrina brought damage unlike any seen before, but this spirits brand found a way out when they didn’t think there was, and also when they weren’t looking for it. Hurricane Sandy is shaping up to damage many areas of the country as well, but hopefully we can calmly sip a bit of spiced brown until the waters recede.