Some spots on earth just spill their culture out. Newfoundland, which is Canada’s easternmost place, does this well. It has an old history carved in its rocky shores. People here are tough yet very friendly. The island really holds onto its unique old ways. Not many customs are tied to Newfoundland like the “screech-in”.
This ain’t just some simple thing people do. It’s the island’s lively way to welcome folks from away. They turn visitors into honorary islanders, just for fun. It’s full of local stories, laughs, and also a special kind of rum. This rum needed for the custom is called Screech.
It started in Jamaica, where it is sunny. But its heart and story belong right in Newfoundland. For many years, this was a rum kept pretty secret. It was mostly shared among locals and visitors lucky enough to see it. Being screech’d in is like a little show. It famously has you kiss a fish, a codfish. And you must drink a shot of the province’s rum, Screech. This mix of weird and strong stuff introduces you to island living. It’s like a playful dare, a test of good spirits. They give a warm welcome, even if it smells fishy and has rum. The ritual shows how key Screech rum is to island life. It ain’t just any alcohol they pick for a toast. It is the specific part that makes the ceremony work.
This deep connection to a known, odd custom says much. It is a sign of identity and how you get accepted there. It’s also a taste forever linked to being an honorary Newfoundlander. But being so important didn’t mean you could get it everywhere. Reports said Screech wasn’t sold outside the island until 1979. This seems crazy considering its vital spot in life there. For quite a while, this beloved rum was almost unknown outside. It stayed a true secret only found on the Atlantic edge. Screech coming from Jamaica and then being bottled adds to its story. The rum is imported from the Caribbean island. But then it gets bottled up in Newfoundland. This makes it a thing Newfoundlanders are proud to call theirs. It’s kinda like working together across the ocean. Raw spirit from far away becomes Screech right on the Rock.
The NLC, which is the local liquor place, helps do this. George Sorensen, their boss, said Screech was very important. Talking about selling it elsewhere later, sales seemed small. Yet he said they were “significant” for their plant’s work. This shows Screech production really mattered for the bottling factory. Lots of Screech is drunk right in Newfoundland. A number shows they sell 50,000 cases inside the province yearly. Think about that big number for a bit. Fifty thousand cases, year after year, just in one province. This isn’t a rum that just sits around unnoticed. At least, not in Newfoundland itself. It was and still is a popular drink that people like a lot. Selling so much consistently on the island means something more. It feels like Screech is part of everyday life and parties. It’s the rum for kitchen times and for holidays too. It helps with feeling sad and with celebrating good things. For many, it just tastes like home and is always there. It truly is Newfoundland’s favorite rum, they said.
Screech rum was a secret for a long time, just on the island. People in Newfoundland really knew about this rum back then. It was a big part of their local parties and customs. The liquor was sold fast only inside the province’s borders. But stepping off the island felt totally different. That time of staying local was changing for sure. A big shift came right around the 1979-1980 period.
The Newfoundland Liquor Corporation made the decision to sell Screech elsewhere. They thought the rum, which was loved at home, would do well in other places. In 1979, Screech went on sale outside Newfoundland for the first time. It wasn’t a small start; by fall 1979, it had hit bigger markets. Imagine this rum tied to a strange island ritual suddenly crossing the whole country, maybe. This kind of story still makes people really curious.
Things kept moving quickly into the start of a new decade. By 1980, a reporter said Screech was in all 10 provinces. This was a very big step for the rum. It went from just Newfoundland to across the entire country of Canada. Now people could potentially find it from coast to coast.
The wider distribution was not just by road travel. Screech was also planned to be available on Air Canada flights. Think about what that meant for this rum. You could potentially buy it in stores far away. Also, you might taste it soaring high above the ground.
A Newfoundlander's Coffee
Equipment
- 1 Heatproof mug or glass Ideally pre-warmed
- 1 Measuring jigger or spoon
- 1 Spoon For stirring and adding toppings
- 1 Whipped cream dispenser or can
Ingredients
Main
- 1 fluid ounce tia maria coffee liqueur
- 8 fluid ounces hot fresh brewed strong coffee
- 2 ounces whipped cream
- 1 maraschino cherry
- 1 teaspoon dark brown sugar
- 1 fluid ounce Baileys Irish Cream
- 1 fluid ounce newfie screech rum
Instructions
- Brew fresh, strong coffee.
- Add the dark brown sugar to a heatproof mug or glass.
- Pour the hot coffee into the mug and stir well until the sugar is completely dissolved.
- Measure and add the Tia Maria coffee liqueur to the mug.
- Measure and add the Baileys Irish Cream to the mug.
- Measure and add the Newfie Screech rum to the mug.
- Gently stir the mixture to combine the spirits with the coffee.
- Top generously with whipped cream.
- Garnish with a maraschino cherry.
Notes
The NLC had clear goals for this cross-country venture. They projected selling 10,000 cases across Canada in 1980. For the next year, 1981, they aimed to double that figure. These numbers might seem small in the grand scheme. But they were a significant step for the Screech brand. It was an attempt to build a market away from its home.
One needed to compare national goals against home sales. Reporter John McQuaker pointed this out specifically. He called 10,000 or 20,000 cases of national sales “paltry”. That was compared to sales inside Newfoundland itself.
NLC President George Sorensen viewed the national venture positively. He knew 20,000 cases was not a huge amount by itself. But he said it was very important for their plant’s production. This gives insight into the president’s thinking here. It suggests that the added volume helped the bottling plant’s operations.
One needed to look across the ocean and the southern border. The reporter said Screech would be test-marketed in the UK soon. This was planned for the summer after his report aired. The UK market generally likes rum very much. The next target market was Boston, he added.
These international test markets showed a bolder vision, perhaps indicating expansion beyond just Canadian provinces. It was now going beyond being only a Canadian spirit. It was gradually exploring its potential on the world stage.
The report also touched on Screech’s alcohol content at that time. McQuaker noted that it was 40 percent by volume. This was not as strong as it used to be at one time. But its popularity stayed high inside Newfoundland always. The reporter confirmed, “And it’s still extremely popular.”
A very clear detail showed the strong local popularity, which happened even while eyeing outside markets. Sales of miniature bottles were truly phenomenal that summer. McQuaker reported that the NLC sold “25,000 cases of miniatures.”
The story of Screech changing in 1979-1980 was a significant one. It was a local icon that began sharing itself outside too. It went from being a secret just for Newfoundlanders, perhaps, to becoming available across a nation and even more. The move was planned to help the NLC’s plant production.
This first attempt at selling outside was truly just the beginning. Figures from 1980 and 1981 were only early ideas. But they laid the groundwork for wider recognition later. It showed that the NLC saw potential beyond its very strong home base.
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