Why Rums Add Caramel Color To Their Spirits

There are a few reasons rum brands add caramel color to their spirits, and there are also some brands that flaunt the fact that they do not do this, does it matter to you?

One reason, what most brands will tell you, is for color consistency. They want all their product to be on the shelf and look exactly alike, it’s pleasing to the eye and makes consumers feel the product is all made proper and taste the same — even if color isn’t a taste.

The other key reason is age… or to make something that’s young age look far older. Spiced rums love this trick, it gives the impression you found an ancient bottle on some pirate ship somewhere (or at least that’s what it does for me). If it was a light color you’d not be very impressed, would you?

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