How white rum is benefitting from the halo effect – Category Intel

This article was initially published in the February issue of Global Drinks Intel magazine. For details on how to subscribe, click here. Rum is on the rise and although mixology remains key, the line between premium sipping and mixing white variants is blurring. Richard Woodard reports. White rum is changing. Once all too easily dismissed as an essentially characterless, vodka-substitute base spirit - any individuality drowned in cola via a million Cuba Libres - it is now beginning to assert itself as a diverse drink of distinction, provenance and flavour. What's more, this phenomeno