The spirit is so much more than a supporting actor in your Tiki drink.
in Newburgh, New York, says that many of her customers think they will get a hangover from rum due to its sugary content. Rumdistilled from sugarcane — either molasses, cane syrup, or cane juice — but the actual sugar and subsequent sweetness is largely removed in the distillation process.
“People assume rum is cheap,” Marrero sighs. Despite rum’s renaissance, the category is having a tough time shrugging off the idea that the spirit is strictly meant for using in Pina Coladas, or with colas. “It’s a very damaging perception to the communities and people who make high-quality rum,” she continues. “Sustainability efforts, cultural exploration through a liquid journey, or social initiatives are increasingly important to drinkers.
“With rum, you’re telling a story of culture,” says Farrell. “You want people to appreciate that culture. Hopefully, that inspires a better understanding of rum and its experiences, how it came to be, and the role rum plays in moments of celebration in the Caribbean; from everything from the streets of Trinidad to hanging out with my family on the banks of the river swapping stories. There’s such a breadth and tapestry of Caribbean culture and you see rum woven into all these different moments.
Marrerro is excited for Rhum Agricole in particular to finally enter the spotlight. “Consumers are leaning towards more flavorful white spirits (hello,
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