Changing the image of rum – mission impossible?

As well as showing off his impressive rum range, Foursquare master distiller Richard Seale was a man on a mission at the latest tasting at The Whisky Exchange’s Covent Garden shop this week. The big issue for Seale is the way rums are classified by colour, as opposed to the way they’re made.

One of Foursquare’s stills

Seale has devised a new structure for the way rums are labelled, named after his business partner Luca Gargano of rum importer Velier . Seale said: ‘We are proposing a new rum classification. We have to get away from talking about rum in...