There are the ones that believe that pure rum of a premium nature with no additives is the answer, while there are those that feel that the "club scene" is where the profits are no matter what the quality of the rum. Then there is the question of additives to enhance the flavor and color of the rums. All of these subjects keep coming up on Facebook, newspaper articles and other media, but where does the future of rum really lie?
Diageo executive Ed Pilkington in a speech to The Distillers City Debate, hosted by The Worshipful Company of Distillers in London, said, “There’s a huge opportunity for premiumisation in the rum due to an increasing connoisseurship in the category,” “The stories and history of rum are crucial for its future, but over the past 20 years, there has been an explosion of the clubbing scene, which has caused rum to lose its soul and become a commodity for high energy occasions. “This has caused rum to be devalued and belittled in the eyes of the consumer.”