StateWays ■ www.stateways.com ■ July/August 2015 26
BY THOMAS HENRY STRENK
T
he second-largest spirits category isn't
resting on its laurels. It's on the cusp
of being the next big thing, say indus-
try experts, as rum's beach-bum image
morphs into sophistication. Variety and versatility
are rum's greatest strengths - attributes that should
enable the category to win market share from the
hot whiskey and tequila segments. To do that,
though, consumers need to better understand this
multi-faceted spirit through changing consumption
patterns, drinking occasions, marketing and educa-
tional efforts.
Rum has variety greater than just about any
other spirit, ranging in character from white to
gold to dark. Light rum's mixability is unequaled
by vodka or tequila, and gold rum brings complex-
ity to cocktails. Rich, barrel-aged sippers can hold
their own against other brown spirits, afi cionados
say, including bourbon. There is something for
every drinking occasion and consumer palate. Rum
has got it all.
"The rum category includes a wide range of
products, including both light and dark expres-
sions, to meet all of our consumers' varied tastes
Rum's Ready to
Rebound
Premium straight and aged rums appeal to
the modern, sophisticated consumer.
