Rum is only the latest spirit to follow the by now familiar path already taken by bourbon, Scotch, vodka and tequila — increase its market and boost sales by branching out with a step up in quality and image to superpremium levels as well as offering a variety of flavored line extensions.
The appearance of more aged, upscale premium and superpremium rums has also meant an expansion of usage occasions: in addition to the popular “Rum & Coke, Pi
