Operators ditch umbrellas, remake rum with more sophisticated image

Operators ditch umbrellas, remake rum with more sophisticated image

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Smashing the stereotype of rum as fit mainly for mixing sweet-and-simple tropical drinks, some restaurant and bar operators are crafting it into serious cocktails and pouring it neat as an eminently sippable spirit.

There's no denying that rum's association with exotic travel destinations and fun in the sun have helped sell oceans of daiquiris and pina coladas. But in a day when customers increasingly are interested in sophisticated, hand-crafted cocktails, those simpl

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