As the rum category grows, the subcategories within it begin to grow too. Lines are blurred and new categories are formed. It’s difficult to keep on top of things, and although structure is integral, there still needs to be some room allowed for creativity and problem solving. And, it’s well worth considering that categorisation has an impact on consumers and what they’re expecting in that bottle from what’s on the label. It’s a hot topic for sure!

In this video from the vaults Pete Holland chairs a wonderful panel to discuss the topic. Let the debate begin!

You can join Pete Holland’s masterclass UK Rum, the coming of age, at this years Craft Distilling Expo, on the 6th-7th October 2022.