Rum distillers eye premium market as competition picks up
Once stereotyped as the drink of choice among swashbucklers and Caribbean medicine men, the diverse spirit made of fermented sugar cane known as rum now resonates with drinkers from all walks of life. Within the past several years, however, an effort by many distillers to appeal to more sophisticated palettes has emerged as competition among brands has intensified.
Despite the recession, new brands have broken ground, said Malcolm Gosling, owner of Gosling’s rum. The newcomers are pushing those already on the scene to craft new business angles, he said.