Let's be honest - rum faces some real challenges. Most people still think "sweet" when they hear "rum" (thanks, sugarcane association!). Many consumers couldn't tell you the difference between categories if their life depended on it. And unlike tequila or cognac, there's no global rulebook keeping everyone in line. 

But here's why we should be excited: 

- With whisky prices shooting through the roof, rum offers an attractive alternative for premium spirits enthusiasts 

- The cocktail renaissance is pushing rum beyond the tired old tropical drinks 

- There's growing appreciation for aged expressions and premium offerings 

So what needs to happen next?  

The industry needs to tackle some crucial questions: 

- How do we establish clearer standards without stifling innovation? 

- Can we educate consumers about rum's complexity without overwhelming them? 

- Is it possible to preserve traditional methods while scaling production? 

- How do we connect rum's rich history with modern drinking culture? 

The potential is there. Rum has everything it needs to elevate its position in the global spirits market - complexity, versatility, heritage, and value. The real question is: are we ready to give rum the platform it deserves? 

What do you think? Is rum ready for its moment in the spotlight? Or are we still missing pieces of the puzzle? One thing's for sure - the next few years will be crucial in determining whether rum can break free from its stereotypes and claim its place among the world's most respected spirits. 

Watch our Rum Musings and get the insights from our Barfly network of drinks experts: https://barfly.pm/world-of-rum-2