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Rum’s journey to premiumisation 20th May, 2021 by Tom Bruce-Gardyne Rum has had an uphill battle to be taken seriously by spirits aficionados. But now producers are determined to capitalise on a renewed interest in the sector and take the drink into the premier league, writes Tom Bruce-Gardyne. First-year volumes of Brewdog Distilling’s Five Hundred Cuts Rum exceeded expectations despite a loss in bar sales As lockdowns started to take effect around the world a year ago, Miguel Riascos, managing director and co-founder of Colombian rum La Hechicera, was braced for the worst. “Back in March [2020], the feeling was people were going to be extremely cautious and shrink down to brands they knew very well,” he recalls. “But what we’ve seen is actually the opposite. I think people can’t travel physically, so they are travelling through their tastes, and they’re looking to buy new brands from exotic places.”

Trinidad and tobagoUnited kingdomSouth africaWest indiesTrinidad and tobago generalCiudad de la habanaIan forbesMiguel riascosJames stockerTom bruce gardyneAnne martinSteven kersleyEdouard beaslaySpirits producers associationHavana clubPernod ricard