Rum's Reckoning: The Industry Braces for an Additive-Free Revolution

KOHALA, HI – January 15, 2026 – A quiet but powerful shift is rippling through the spirits world, and rum is now at its epicenter. Fueled by a growing consumer demand for honesty and natural ingredients, the push for “additive-free” labeling that transformed the tequila market is now poised to do the same for one of the world's oldest and most diverse spirits. Leading the charge, Hawai‘i-based Kuleana Rum Works has issued an open letter, framing this moment as a critical turning point for the entire rum category.

In the letter, Founder & CEO Steve Jefferson argues that rum is facing the same accountability cycle that premiumized tequila a decade ago. The core of the issue is the widespread, yet often undisclosed, use of sweeteners, artificial coloring, and flavorings in many rums. As drinkers become more educated and health-conscious, they are beginning to question what is in their glass, rewarding brands that prioritize transparency and unadulterated flavor.

“Consumer expectations are changing fast across spirits,” said Steve Jefferson in the announcement. “People want honesty in what they drink, and they’re rewarding producers who protect natural flavor rather than covering it up. Additive-free isn’t a trend — it’s becoming the standard, and rum is now facing that shift head-on.”

The Tequila Precedent: A Blueprint for Rum's Future

To understand rum's potential trajectory, one need only look at tequila. For years, regulations permitted producers to add up to 1% of volume in additives—such as glycerin for a smoother mouthfeel, oak extract for artificial aging, or sugar-based syrups for sweetness—without disclosing it. This practice allowed some brands to mask imperfections and create a consistent but less authentic product.

Over the last decade, a consumer-led movement, amplified by digital platforms and industry watchdogs, began demanding greater transparency. The term “additive-free” became a powerful marker of quality and authenticity, distinguishing brands that relied solely on agave, water, and yeast. This shift helped fuel the premiumization of tequila, as consumers demonstrated a willingness to pay more for spirits they perceived as purer and more craft-oriented. While this movement has recently faced regulatory headwinds from Mexico's Tequila Regulatory Council (CRT) over third-party certifications, the consumer demand it cultivated remains unshakable. Drinkers learned to value the raw, complex flavors of agave, and the market has permanently changed as a result.

Rum producers are now watching this history repeat itself. The parallels are undeniable, from the permissive regulations to the growing skepticism from an increasingly educated consumer base. The conversation is no longer just about age statements and country of origin; it is about the fundamental integrity of the liquid itself.

Unmasking the Spirit: What 'Additive-Free' Means for Rum

The regulatory landscape for rum is notoriously fragmented, creating a confusing environment for consumers. In the United States, the Alcohol and Tobacco Tax and Trade Bureau (TTB) allows rum to contain up to 2.5% by volume of “coloring, flavoring, or blending materials,” including sugar, with no disclosure required on the label. This is a significant allowance that can dramatically alter a rum's flavor profile and texture.

In the European Union, regulations are slightly more defined. Since 2021, rum can be sweetened to “round off the final taste,” but the final product cannot exceed 20 grams of sugar per liter. Anything more, and the product must be labeled a “rum-based spirit drink.” While a step towards transparency, this still permits a considerable amount of sugar to be added without it being the primary information a consumer receives.

This is where the additive-free movement gains its importance. Proponents argue that additives are often a crutch, used to cover up harsh distillates or create a perception of age and quality that isn't earned. By adding sweeteners, producers can create a superficially smooth product that masks a lack of complexity. Added caramel coloring (beyond minimal amounts for consistency) can make a young rum appear much older than it is. The call for additive-free rum is a call for the spirit to stand on its own merits, with its flavor derived entirely from its raw ingredients, fermentation, distillation, and maturation in a cask.

From Farm to Still: A Hawaiian Distillery's Stand

Kuleana Rum Works has built its entire philosophy around this principle of unadulterated production. Founded on the Big Island of Hawai‘i, the distillery's name, “Kuleana,” is a Hawaiian word meaning responsibility and privilege, reflecting its commitment to both the land and the consumer. The company’s approach begins on its 44-acre regenerative farm, where it grows dozens of varieties of heirloom Hawaiian kō, the original sugarcane brought to the islands by Polynesian wayfinders.

Unlike over 95% of the world's rum, which is made from molasses (a byproduct of sugar refining), Kuleana’s signature Hawaiian Rum Agricole® is crafted from fresh-pressed sugarcane juice. This juice is fermented and then distilled at a lower proof in a handmade copper pot still, a gentle process designed to preserve the vibrant, grassy, and terroir-driven flavors of the kō. The distillery adds nothing after distillation—no sugar, no flavorings, no color. Any color in their aged rums comes exclusively from time spent in barrels.

To ensure this standard, every batch of rum—whether distilled in-house or sourced from trusted blending partners—is verified through independent lab testing and supplier documentation. This commitment to transparency sets a high bar, demonstrating that a flavorful, high-quality rum does not require post-distillation manipulation.

A Rising Tide: The Growing Chorus for Purity

Kuleana is a vocal proponent of this shift, but it is not a lone voice in the wilderness. A growing cohort of respected distilleries around the world have long championed additive-free production. Rhum Agricole producers in Martinique, governed by a strict Appellation d'Origine Contrôlée (AOC), are legally bound to stringent purity standards. In the English-speaking Caribbean, distilleries like Foursquare in Barbados and Appleton Estate and Hampden Estate in Jamaica are renowned for producing rums free of undisclosed sweeteners.

These producers, along with brands like The Real McCoy and Habitation Velier, have cultivated a following among rum connoisseurs who seek out authentic and unadulterated expressions. What is changing now is that this niche appreciation is rapidly moving into the mainstream. Bartenders are increasingly using transparency as a benchmark for quality, and a new generation of drinkers is actively seeking out “clean” labels across all food and beverage categories.

As this demand for honesty continues to build, the rum industry finds itself at a crossroads. Brands that have relied on additives to define their flavor profiles may soon face growing skepticism, while those that embrace transparency and authentic production methods are poised to lead the category into a new, premiumized era. The open question is no longer if rum will have its transparency moment, but how quickly the rest of the industry will respond.