RUM: WHAT TO LOOK FOR + WHY

Rum is one of the most misunderstood spirits in the world.

For a lot of people, it still lives in one of two boxes.
Either it's something you mix with at the beach, or it's something dark, sweet, and heavy that pretends to be luxurious.
Neither version really explains what rum actually is or what it can be.

At its core, rum is a distilled spirit made from sugarcane. That's the simple part.
Everything else, the flavor, the style, the quality, comes from how it is fermented, distilled, aged, and blended.

And that is where the gap between average rum and great rum becomes enormous.

For decades, much of the category has leaned on post-production tricks to make rum easier to drink. Sugar, glycerin, and flavoring agents are often added after distillation to create the impression of smoothness and richness. It works, but it also trains people to think rum is supposed to taste sweet and heavy.

The new standard is different.

Modern, high-quality rum is built the same way as any serious spirit.
The character comes from the distillation and the blend, not from what gets added later.
It is cleaner, drier, and more precise. It tastes like a spirit, not a dessert.

Here is what actually matters when you are looking at a bottle of rum.

First, how it is made.
Great rum starts with good distillate and honest production. Look for transparency around sourcing, distillation, and aging. If a brand cannot tell you where its rum comes from or how it is built, that usually tells you enough.

Second, whether anything is added.
Additive-free matters because it means what you are tasting is the work, not the correction. When sugar and other agents are used to “smooth” a rum, they are covering up the real profile instead of improving it.

Third, how it behaves in a drink.
A quality rum should work in a Cuba libre, a mojito, or neat without needing to change its personality. It should lift a cocktail, not flatten it. It should feel clean and structured, not sticky or heavy.

Fourth, how it feels after.
This is the part people rarely talk about, but always notice.
Cleaner spirits tend to feel better the next day.
Less sugar. Less manipulation. Less noise.

SOIRÉ Blanco was built to meet this new standard from the beginning.

It is a blend of Caribbean rums selected for structure, balance, and clarity, aged up to five years and filtered to preserve brightness, with no additives, no sweeteners, and no post-production manipulation. The profile is crisp, modern, and designed to work everywhere you would normally reach for rum.

The goal is to elevate rum into the same quality conversation that tequila, mezcal, and whiskey have already had.

The category is changing, whether the old guard likes it or not.
The question for drinkers is simple.

Do you want your rum to taste like sugar?
Or do you want it to taste like rum?