"If anything, we’re at the beginning of a new era for rum. One of the things that will continue to be a challenge for rum producers is the fun and playful side of rum, which is not a bad thing, but it's the dominant imagery for the spirit, and makes it hard for consumers to take the spirit seriously. People outgrow Captain Morgan, and think they've outgrown rum in its entirety because nobody is stepping up and giving them an alternative the way that vodka has, that tequila has, that gin has.

"But then there are brands like Brugal Rum, brands that are showing people that rum can be a high-quality, premium drink that is not just about mixing with cola or bombing shots. It’s going to take time, but people are waking up to rum in a new way."