For many years Rum has struggled with something of an image problem. Still seen by many as a cheap drink to be taken mixed and in excess by teenagers in search of a good time. Attempts to “Premiumise” rum have done little to convince those outside rum circles that Killdevil is a legitimate alternative to classic spirits such as Whisk(e)y and Gin. In many ways the “Premiumisation” of Rum has actually done it’s image more harm than good.
