Before the Mai Tai: Hawaii’s Forgotten Rum Story

Hawaii’s Rum Revival: From Fields to Bottles

Hawaii’s long history of sugarcane cultivation has laid the foundation for a promising rum industry. Once seen primarily as a sugar-exporting region, the islands are now embracing the potential of distillation, combining centuries-old agricultural knowledge with modern techniques. A new generation of Hawaiian distillers is taking what was once overlooked and transforming it into a distinctive spirit with a story as rich as the islands themselves.

Rum has historically been associated with the Caribbean, where sugarcane plantations and centuries of distilling tradition have defined the category. But Hawaii offers a unique terroir, abundant sunshine, volcanic soil, and a diversity of native sugarcane varieties that give its rum a flavor profile distinct from any other region in the world. This combination of history, climate, and innovation has positioned Hawaii as an emerging leader in artisanal rum production.

Forgotten Potential: Hawaii’s Early Sugarcane Legacy

Polynesians first brought sugarcane to Hawaii roughly 1,500 years ago, planting the seeds of what would become a central part of island life. The crop quickly became sacred and essential, supporting both food systems and cultural rituals. By the 19th century, Hawaii was home to an expansive network of sugar plantations, which became the backbone of the islands’ economy.

The 1875 Reciprocity Treaty between the Kingdom of Hawaii and the United States provided a massive boost to the sugar trade, allowing Hawaiian sugar to flow freely into the American market. This created unprecedented prosperity for plantation owners, built largely on the labor of immigrant workers from Japan, Portugal, China, and the Philippines. Yet, while the Caribbean transformed its sugarcane harvest into rum, Hawaii remained focused on raw sugar exports, missing an opportunity to develop a native rum culture.

Statehood in 1959 marked a turning point. Rising labor costs and changing economic conditions caused many plantation owners to shift operations overseas, particularly to underdeveloped regions with cheaper labor. Hawaii’s sugarcane fields began to decline, leaving behind a landscape rich in history but largely untapped for rum production.

Hawaii’s First Modern Distillers

The modern Hawaiian rum industry began taking shape just over a decade ago, driven by a few visionary distillers who wanted to reconnect with the islands’ cultural roots while creating globally recognized spirits. These pioneers sought out native sugarcane varieties, experimented with innovative fermentation techniques, and incorporated local flavors like tropical fruits, coffee, cacao, and spices into their products.

Small distilleries such as Kōloa Rum Co., Maui Spirits, and Ocean Vodka (which also produces rum) have led the way. Kōloa Rum Co., established in the early 2010s, has become one of Hawaii’s most recognized brands, known for its Kaua’i Gold, Dark, and Flavored Rums. The distillery emphasizes the use of Hawaiian-grown sugarcane and sustainable practices, giving each bottle a true sense of place.

The Art and Science of Hawaiian Rum

What sets Hawaiian rum apart from other rum-producing regions is the combination of terroir, local ingredients, and experimental distillation methods. Unlike the Caribbean, where centuries of tradition often dictate flavor profiles, Hawaiian distillers have the freedom to innovate. They can adjust yeast strains, aging techniques, and barrel types to produce flavors that reflect both the environment and the islands’ unique culture.

For example, some Hawaiian rums are aged in American oak barrels, while others incorporate local woods or even used wine barrels for a distinct taste. The fermentation process is also adapted to Hawaii’s tropical climate, producing rums with bright, fruity notes that are rarely found elsewhere. Combined with small-batch production and attention to detail, this experimental approach has led to a diverse and vibrant rum culture in Hawaii.

Expanding Flavors: Beyond Traditional Rums

Hawaiian distillers aren’t limiting themselves to classic white, gold, and dark rums. Flavored and spiced rums are increasingly popular, especially among mixologists and cocktail enthusiasts. According to the Distilled Spirits Council of the United States (DISCUS), flavored and spiced rums now account for over 60 percent of U.S. rum sales in 2025—a trend that Hawaiian producers are capitalizing on.

Kōloa Rum Co., for instance, offers a range of innovative products, including Kaua’i Spice Rum, coconut-infused rum, coffee rum, and cacao-flavored varieties. These spirits reflect both the island’s flavors and the creativity of local distillers. “Our goal is to make rums that are not only delicious but also tell a story of Hawaii,” says Bob Gunter, President and CEO of Kōloa Rum Co. Other small distilleries follow suit, experimenting with tropical fruits, macadamia nuts, and even locally sourced honey to craft distinctive rums that stand out in the crowded U.S. market.

The Economics of Hawaiian Rum

The U.S. rum market has grown steadily in recent years. In 2025, approximately 26.3 million nine-liter cases of rum were sold, generating nearly $2.8 billion in revenue. While Hawaiian rum still represents a small fraction of this total, it is growing in both domestic and international markets. Exports of Hawaiian rum, which were valued at roughly $102,000 in 2025, reflect increasing interest from abroad, particularly in Japan, Europe, and select U.S. cities with strong cocktail cultures.

Despite its small scale, the Hawaiian rum industry is creating jobs, supporting local sugarcane farmers, and attracting tourism. Many distilleries offer tours, tastings, and cultural experiences that highlight the islands’ history and connection to sugarcane. This fusion of agriculture, tourism, and artisanal production is helping Hawaiian rum carve out a distinct identity.

Challenges and Opportunities

Even with its growth, Hawaii’s rum industry faces several challenges. Limited land for sugarcane cultivation, higher production costs, and regulatory hurdles make expansion difficult. Distribution outside the islands remains a bottleneck, and small distilleries often struggle to scale production while maintaining quality.

Yet these challenges also present opportunities. The focus on sustainability, native sugarcane varieties, and premium small-batch production positions Hawaiian rum as a high-end, boutique product. As consumer interest in artisanal and story-driven spirits continues to grow, Hawaii’s rum industry is well-placed to capitalize on this trend, both domestically and internationally.

Hawaii’s Rum Legacy in the Making

The Hawaiian rum industry may be young compared to its Caribbean counterparts, but it is carving out a legacy rooted in history, innovation, and cultural pride. From reviving native sugarcane varieties to experimenting with flavors and aging techniques, distillers are creating spirits that are unmistakably Hawaiian.

As tourism rebounds and global interest in unique spirits grows, Hawaiian rum is set to gain wider recognition. Each bottle tells a story of resilience, creativity, and the islands’ deep connection to sugarcane. In 2025 and beyond, Hawaiian rum is not just a drink—it’s a celebration of the islands’ heritage and an exciting chapter in the global rum narrative.

Top Hawaiian Rum Brands and Signature Flavors

To give readers a clear view of Hawaii’s growing rum scene, here’s a snapshot of leading distilleries, their standout products, and tasting notes. These small-batch producers showcase the diversity and creativity of the islands’ rum industry.

These distilleries demonstrate that Hawaiian rum is not just a niche curiosity—it’s a dynamic, evolving industry. Each bottle offers a glimpse into the islands’ natural bounty and the creativity of the people behind it, providing consumers with flavors that cannot be found anywhere else in the world.