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Once pigeonholed by parrots and pirates, rum is shaking off its kitschy past and sailing into more sophisticated waters. With premiumisation, provenance and innovation fuelling its revival, the category is enjoying a second wind – and the results are anything but vanilla. FoodBev's Siân Yates discovers how this once-overlooked spirit is winning over modern drinkers, and what that means for the future of rum production.

There was a time – not so long ago – when the mention of rum conjured little more than a cartoonish swirl of Jolly Roger flags, treasure maps and Jack Sparrow impressions. A spirit long associated with carefree revelry and beach bar charm, rum has often been celebrated for its hedonistic appeal – even if it has not always been given its due by the more traditional corners of the alcohol world.

Fast forward to 2025, and things are looking quite different. The world’s third most popular spirit is undergoing a reappraisal, and rum makers are out to prove there is more to the spirit than mojitos and mai tais. If the last decade was about gin’s artisanal comeback and whisky’s global swagger, this year might just be rum’s revival.

“There’s no doubt rum is having a moment, and I think it comes down to a few key things,” noted Chris Rigby, strategic advisor to UK-based Deeds Rum. “First, people are increasingly looking for spirits with character and complexity, and second, new consumers – especially younger ones – are being drawn in by rum’s evolving flavour landscape.”

“It’s no longer just about dark or white rum – you have spiced, flavoured and premium expressions that offer a real adventure in taste. That’s exciting, and it’s why rum is resonating so strongly today.”

Rigby, the former head of strategy at Don Papa Rum – where he played a pivotal role in the brand’s $284 million acquisition by Diageo – joined Deeds Rum in March 2025. With over 30 years of industry experience, he is now supporting The Miracle Rum Company, founded by spirits veteran and owner of the Deeds brand, Matthew McKee, in its mission to broaden consumer appeal and drive growth in the flavoured rum category.

Flavour-fuelled flair

For producers and formulators, the rum revolution brings with it new opportunities to experiment with flavour. Today’s expressions are more adventurous, playing with chilli, cacao nibs, dried citrus and even umami-rich ingredients like miso or smoked sea salt.

“Flavoured rums are absolutely reshaping the category,” Rigby enthused. “Consumers – particularly Gen Z and Millennials – are hungry for bold, authentic flavour experiences. They don’t want bland or generic; they want something that feels crafted and unique. I think we’ll continue to see flavoured rums become more sophisticated, with brands moving beyond just ‘sweet and simple’ towards more complex and layered profiles.”

At Deeds, the team is experimenting with natural caramel, vanilla and liquorice flavours to develop a jet black rum that is both indulgent and nuanced. Rigby says it is the kind of innovation that is attracting new drinkers to the category and demonstrating that flavoured rum can be every bit as premium and compelling as its more traditional counterparts.

“Social media continues to heavily impact flavour trends in the rum category, with TikTok inspiring new rum beverages and craft cocktails,” added Tom Cleghorn, European category development manager at Synergy Flavours. “For example, the ‘hot buttered rum’ trend, which features a combination of rich and warming spices and indulgence, is made using butter, brown sugar, cinnamon and nutmeg to create the perfect cosy cocktail.”

This trend echoes Innova Market Insights’ number three trend for 2025, ‘Flavours – Wildly Inventive,’ which predicts that creativity and excitement will dominate product innovation, with flavour profiles inspired by the exotic, the natural and the imaginative.

Cleghorn highlighted ‘cocktail culture’ as one trend embracing this innovation shift, with bold reinterpretations gaining popularity. “The Kingston Negroni, for example, offers a vibrant twist on the classic by swapping botanical gin for flavour-rich Jamaican rum. Meanwhile, Caribbean Coffee reimagines the espresso martini, replacing vodka with dark rum and infusing tropical notes like coconut or banana.”

“Beyond the bar, manufacturers are expanding their flavoured rum ranges, with products such as Lang’s Banana Rum and Admiral Vernon’s Cherry Spiced Rum giving consumers adventurous new taste experiences straight from the bottle.”

In December 2024, Synergy launched a new range of rum flavours, designed for both alcoholic and ‘nolo’ applications. The range includes three authentic rum profiles – white, dark and spiced – as well as three rum-based cocktail flavours: strawberry daiquiri, mojito and piña colada. These can be used to enhance the flavour of alcoholic beverages, such as RTD cocktails, or to replicate the taste of rum in nolo products.

To develop the range, Synergy used gas chromatography-mass spectrometry (GC-MS) and gas chromatography with flame ionisation detection (GC-FID) to identify and quantify individual aroma compounds in a variety of rum brands. “This analytical approach allowed the team to pinpoint how key flavour notes interact, enabling them to recreate the distinctive profiles of classic rums with authenticity and precision,” explained Cleghorn.

From giants like Bacardí – with its latest Passionfruit launch – and Diageo, whose Captain Morgan Sweet Chilli Lime expression adds a fiery twist to the category, to smaller players like UK-based Barti, whose spiced rum blends vanilla, clove, cinnamon and sweet citrus before being infused with wild, hand picked laver seaweed, the rum sector is brimming with bold flavour innovation.

Fran Barnikel, managing director of Barti, has noticed the increase in spiced and flavoured rums. “It hasn’t quite got to the gin level yet where brands are coming up with all sorts of leftfield ideas to get noticed, and for the most part, traditional spiced flavours are still coming up top,” she told FoodBev. “We’re also noticing that consumers are happy drinking spiced rum neat, which wasn’t always common.”

Moving past pirates and piña coladas?

Beyond innovative flavours, a key consumer trend driving the rum category is a desire for nostalgia, heritage and timeless serves, as Tjalling Simoons, regional brand director EMEA at Bacardí, pointed out. This has inspired the development of new formats and reimagined drinking experiences designed to recruit new consumers and support category growth.

Bacardí’s new RTD cocktail, created in partnership with Coca-Cola, offers the iconic ‘rum and coke’ experience in a canned RTD format. “Designed to evoke memories while offering a refreshing and recognisable serve, it’s a nod to tradition packaged for today’s on-the-go lifestyles,” said Simoons.

There is plenty of innovation in formats, as Rigby highlighted: “RTD rum cocktails, highball cans and premium miniatures are helping make rum more accessible and playful. But perhaps the biggest trend is how people enjoy rum: it’s no longer just a party spirit. You’ve got consumers sipping premium rums neat or over ice, treating it like they would a fine whisky. That’s a huge shift, and it’s elevating the category as a whole.”

Diageo-owned Captain Morgan recently launched Muck Pit Brew, a 4% ABV, gently-sparkling tropical drink that merges Captain Morgan Original Spiced Gold with brewed mango and subtle hop notes, creating a product that captures the body of beer while delivering the finish of a spirit.

Patricia Borges, global gin and rum director at Diageo, said: “Rum is such a versatile liquid, and we strongly believe in the opportunity to broaden the scope of how and where consumers drink it. The launch of Captain Morgan Muck Pit Brew presents a fantastic opportunity for the brand, and the wider rum category, to take cues from the beer occasion and begin to play in these settings.”

The 2025 Bacardí Cocktail Trends Report highlights the rising popularity of savoury and herbaceous flavours in the on-trade, with interest in these profiles growing by 20% and 15% respectively in North America in 2024. Synergy’s Cleghorn also notes increasing consumer curiosity around umami flavours, with ingredients like miso, mushroom, fish sauce and vegetables making their way into cocktail development.

“For example, a miso rum old fashioned is a twist on the classic whisky-based serve,” he explained. “It combines miso paste with bitters, then adds rum, sugar and ice to create a bold, balanced drink.” Cleghorn points to Funktown, a bar in Bangkok, as another example of this culinary crossover trend. “Its ‘Chicken Dinner’ cocktail – served hot or cold – features chicken consommé, rum, Riesling and scallion oil, showcasing the growing appetite for cuisine-inspired cocktails and unexpected flavour combinations,” he enthused.

Meanwhile, this summer, Barti is set to launch its own spiced rum ice pops, expanding the brand into playful, seasonal formats. Looking ahead, Barnikel says that the company also plans to enter the RTD market, with ambitions to bring innovative flavours and a distinctive visual identity to the category.

Rum goes premium

The rum category is undergoing a notable transformation, with strong momentum towards premium and super-premium offerings as consumers seek higher quality, authenticity and refined flavour profiles.

According to Bacardí’s Simoons, this move is elevating rum’s reputation, positioning it more than just a basic mixer. “Increased investment in quality ingredients and innovative production results in more diverse and complex flavour profiles. Consequently, consumers are increasingly valuing craftsmanship and seeking to understand the story behind each bottle.”

At the premium end of its portfolio, Bacardí is led by two standout expressions: Reserva Ocho Rum and Gran Reserva Diez Rum – both crafted to showcase the brand’s commitment to quality and aged complexity.

“Premiumisation creates a sense of kudos,” added Barti’s Barnikel. “Die-hard whiskey drinkers are starting to veer into rum because there are more and more super premium brands entering the market, giving the whole category more weight.”

Premium today is all about authenticity, craftsmanship and experience, says Deeds’ Rigby, noting that consumers increasingly want to know where their rum comes from, how it’s made and what sets it apart.

Reflecting on his previous work with Don Papa Rum, he highlights its Philippine origins – a distinct departure from the Caribbean provenance that many European and American drinkers still regard as the gold standard for rum. “Providing compelling stories to explain the Filipino traditions in sugar cane production and distilling was key to demonstrating Don Papa’s authenticity and difference,” he told FoodBev.

“Likewise, Deeds is not only rich in flavour but also rich in story. We make our rum in England, drawing on the local heritage of Pontefract, where Caribbean rum historically met Yorkshire liquorice. That kind of provenance matters to today’s drinkers. Premium isn’t just about price; it’s about the depth of the experience you’re offering.”

Part of rum’s enduring appeal lies in its rich history and heritage – which is why, as Rigby puts it, brands should “respect the past while reimagining it for today”.

Bacardí, with its 163-year legacy of rum making, is one of the world’s largest family-owned, privately held spirits companies. Born in Cuba and now produced in Puerto Rico, the drinks giant aims to showcase its expertise in every bottle. “We want to give our loyal customers the taste and quality they expect, while also inviting an exciting new generation of rum drinkers,” added Simoons.

Barti’s Barnikel also recognises the power of heritage in rum’s story. “There’s always something special about a nod to the past. I think it’s important to respect the traditional process of making any spirit, and to understand how and why those methods have survived so long. But new ideas can always run alongside this. As a brand, we aren’t stuffy about how you enjoy our rum. Mixers and new ideas in all shapes and sizes are welcome here.”

As rum continues to chart its new course, it is clear this is no fleeting trend or marketing gimmick. From reimagined classics and unexpected flavour pairings to premium pours with provenance, today’s rum is rewriting the rulebook. And while the pirates may have jumped ship, a new wave of drinkers is more than ready to come aboard.