Flavoured rums do not need any explanation – the name is self-explanatory, but it is easy to dismiss out of hand what is becoming a remarkably diverse category.
There are different ways to add flavour, and other presentation styles, some of which have history and tradition. Mass-market brands such as Captain Morgan Spiced, Kraken, and Sailor Jerry may not represent craft production’s pinnacle, but they have huge sales volumes – a commercial success story, even if they are not necessarily critically acclaimed. Meanwhile, brands such as Sailor Jerry tap into tattoo culture, broadening consumer appeal.
Moving beyond the widely used vanilla, cinnamon, clove, ginger and nutmeg flavourings, we find producers using more innovative botanicals and maceration to create entirely new flavour profiles. There is lots of room to innovate to…