It's unclear how aged rum producers will take advantage of the rising interest in their products. Some have unfortunately embraced the worst habits of the ultra premium marketplace, jacking up prices with overdesigned, expensive (or at least expensive-looking) packaging, dubious special editions, and glossy ad campaigns. It's quite literally old rum in new bottles. But many are building their brand by simply working to bring more attention to what they've done for decades: using skill and patience to create fine products that can be consumed neat, rivaling the best spirits from Scotland or France. So next time you're contemplating a splurge on one bottle of single malt or brandy, spend the same amount and try two bottles of fine aged rum.
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