Shaking off its whitewashed island vibes and kitschy pirate associations, rum – like gin and tequila before it – is having a revival. With UK rum sales reaching £1.1bn at the end of 2023, and the category expected to rise by 3% annually by 2027, rum is among the few spirits bucking the global downward trend. It’s also experiencing the same appetite for “premiumisation” as the rest of the spirits industry: less of the poor-quality punch spirit and more high-quality artisanal or luxury-branded rum.
What is rum? Basically, it’s a spirit made from sugar cane, either in the form of cane molasses or fresh sugar cane juice, which is then fermented and distilled. The liquid can then be aged in oak barrels, matured in ex-liquor casks – such as sherry or bourbon – or infused with flavourings (the best rums use natural botanicals rather than synthetic extracts). White rum is made by taking the virgin distillate and bottling without ageing, while golden or aged rums will take on colour and flavour from time in barrels or casks; dark rums may also have extra molasses added at a later stage. Spiced or otherwise flavoured rums are usually white rums that have been flavoured after distillation.
