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Rum aficionados have plenty of aspects to geek over, such as barrel finishes, celeb affiliations and the fun of funk. The Guild Bar in San Diego stocks fewer than 15 varieties of rum, but those few are choice, including Doctor Bird Jamaican rum, Appleton Estate 12-year and El Dorado 15-year-old. Such regulations offer consumers transparency and clarity in a category muddled by a general lack of consensus about origins and aging. One indication of increasing respect for rum was the creation late last year of a new rum appellation, when the Dominican Association of Rum Producers declared a Denomination of Origin. “Like many categories, rum is following a path of premiumization as consumers become interested in different appellations, different styles and more aged products, and as a result, they are willing to pay more for rums that offer more,” says Mark Breene, CEO of Copalli USA, which recently released Copalli Cacao Rum, made with organic cacao nibs in Belize. Bacardi’s Cocktail Trends Report also affirms that dark rums have experienced premiumization. Revenues of superpremium rums were up 14.4% and high-end premium up 5.3% in 2021, according to the Distilled Spirits Council of the U.S.’s recent Economic Briefing Report. The drink is served in a Tiki mug wrapped in a “million-dollar bill,” which is set aflame for a fiery presentation. “We leaned on rum-heavy traditional Tiki cocktails, but substituted the citrus and sweet modifier with less-conventional ingredients,” says bar supervisor Robert Chacon. And The Guild Bar’s signature cocktail is the flamboyant Million Dollar Bill, a blend of three rums, falernum, lemon juice and kiwi syrup. But those few are choice, including Doctor Bird Jamaican, Appleton Estate 12-year and El Dorado 15-year-old. The Guild Bar in downtown San Diego isn’t a rum specialist it stocks fewer than 15 varieties. Of course that’s not surprising for a rum-centric concept that features 125 rums on its menu at any given time, with148 brands in stock. “Rum is definitely our number-one seller,” says Fred Jackson, general manager at Casta’s Rum Bar in Washington, D.C., adding that rum sells five to one compared to other spirits. whiskey, but there has been a noticeable uptick in rum interest recently.” The Fort Lauderdale, FL-based group, which includes five Quarterdeck concepts and three other casual restaurants, is now building a Tiki bar called the Hula Kai in Fort Lauderdale. “Historically rum been overshadowed by the other brown liquors, i.e. “Rum is about to have its proverbial day in the sun,” predicts James Flanigan, chief financial officer of Old School Hospitality. Advertisement Why Rum has a Bright Future