With the exception of rosy-hued Negronis, pink is not a color associated with serious cocktails. But there's a new spirit in town that reminds us to not judge a drink by its color.

Mixologist Adam Seger created Hum with cocktailians in mind. He blends an organic South American sugar-cane spirit with local North Shore Distillery pot-still rum and infuses the mixture with exotically fragrant botanicals: hibiscus, ginger, cardamom and kaffir lime. The resulting spirit is fruity, aromatic and spiced--and is as at home in a complex cocktail as it is on the rocks with soda and a squeeze of lime (or drizzled over vanilla ice cream).

Seger and his collaborator, spirits marketing veteran Darrell Jursa, began playing with the mixture two years ago, tweaking and testing it out on industry friends before its release (at sommelier Fernando Beteta's wedding last spring, Seger added a splash to glasses of Champagne). The duo's professed aim is nothing less than: "To do for craft spirits what craft brewers have done for beer."

Hum hits Chicago restaurants and stores this week; find it at Lush Wine & Spirits, Drinks Over Dearborn, The Drawing Room, The Gage and more ($30 for a 750ml bottle).

Try it on the rocks or in Seger's "Humgroni,"  a strong, vibrant cocktail of Hum, North Shore gin and Campari.

Humgroni
Makes 1 drink

Ice
1½ ounces Hum
1½ ounces gin, preferably North Shore brand
1½ ounces Campari
Orange twist, for garnish
Fill a cocktail shaker with ice. Add the Hum, gin and Campari and shake vigorously. Strain into a cocktail glass and garnish with the orange twist.