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Rum, long overshadowed by whiskey, is now gaining attention as distillers explore new strategies to elevate its status. Ahead of National Rum Day on August 16, industry players like Kōloa Rum Company from Hawaiʻi and Ron del Barrilito from Puerto Rico are adopting whiskey’s successful tactics by focusing on heritage and the aging process.

Sales of rum have been declining in the U.S. for over a decade, with sales dropping from a peak of about 25.6 million cases in 2013 to approximately 19 million last year. The key to many of these sales remains flavored and spiced rums, which constitute over half of the market—a segment premium producers aim to bypass.

Kōloa Rum’s Distinct Local Identity

Kōloa Rum Company centers its identity on Kauaʻi, using local cane sugar and rainwater filtered through volcanic rock from one of Hawaiʻi’s wettest areas. COO Robert Ramer emphasizes the connection between the land and the rum, showcasing the island’s unique attributes with each bottle. Reviews, like those from Heidi Bruaw of Real Life of Lulu, highlight exceptional flavor profiles—Kōloa’s Coconut Rum marries toasted tropical notes with lime and caramelized pineapple, while the Coffee Rum delivers rich espresso, vanilla, hazelnut, and chocolate sensations.

Ron del Barrilito’s Tradition

In contrast, Ron del Barrilito prides itself on maintaining a traditional production process established in 1880. Based in Bayamón, Puerto Rico, the distillery uses no artificial flavoring or sweetening, staying true to its roots. Eduardo Bacardi, the Director of Sales and Marketing, notes that visitors are often impressed by how faithfully the distillation method has been preserved. The rum has received accolades as a refined drink that excels neat, over ice, or in cocktails, with flavors described by experts as complex and layered, suitable for various drinks.

A Bright Future Amid Market Challenges

With a challenging backdrop for the spirits industry—U.S. sales slipping by 2.2% last year—premium brands like Kōloa and Ron del Barrilito are banking on their distinctive narratives and craftsmanship to distinguish themselves from mass-produced alternatives. They aim to encourage consumers to glance past the common syrupy rums in favor of high-quality expressions that genuinely reflect their origins, appealing to a more discerning market as they celebrate National Rum Day.

For those looking to rediscover rum, now is the perfect time to explore what craftsmanship and a strong sense of place can offer in this spirited category.