5% alcohol per volume being the original average proof of the original recipe of the Rum offered in either full strength or "Grog" (mixed with water) to the sailors of the British Royal Fleet. The Rum itself is available in bars and liquor stores in mainly the U.S. And Britain but is also available at the Pusser's outposts all over the world. In fact the strength changes of over the years have a long tradition and are the source of the term "grog" applied to many forms of alcohol when mixed with water. The term first affectionate and then the derogatory term for Admiral Vernon, Commander-in-Chief, West Indies Station, the prime area for Spanish trade in the Caribbean) who made the regulation of mixing the sailors rum with water, so as to reduce its effect a rule.

The men had affectionately nicknamed Vernon Old Grog on account of the old grogram cloak (a rough hewn fabric of mohair and silk) that he often wore when the weather was bad. In Vernon's time, the men received one-half pint of rum a day which they drank neat, that is without water. Thus there was a lot of drunkenness and disobedience on board for which many of the men were brutally disciplined. He was much concerned with what he called, "the swinish vice of drunkenness"...Thus...

349 on August 21, 1740...The men were incensed that he should have ordered that their rum be diluted, and named it contemptuously grog from the name they had given him. Thus real grog is Pusser's Rum with water, limejuice and brown cane sugar. Unwittingly, Vernon had created the world's first cocktail - grog! (Pusser's Website "Pusser's Folklore")
The development of such a marketing strategy is greatly dependant upon the folklore and history of the product and the bottle reflects this with the use of the white British Royal Navy flag and insignia on it.

The rum is also marketed in more up class vessels that are broad and flat on the bottom and were said to be designed to imitate the Ships Decanters, those used by the upperclassmen on the ship for their own personal stash of rum. The size and presentation of the decanter were said to be a mark of the importance of the ship and its commander.

Works Cited

Pusser's Website "About Pusser's" http://pussers.com/rum/

Pusser's Website "Pusser's Outposts" http://pussers.com/outposts/

Pusser's Website "Pusser's Folklore" http://pussers.com/rum/folklore