What is the primary intention of adding caramel color to rum?

Caramel color is primarily added to rum to enhance its aesthetic appeal. The visual appearance of spirits can significantly influence consumer perceptions and buying decisions. A rich, appealing color can convey qualities such as richness and complexity that consumers often associate with a high-quality product. This aesthetic enhancement can help brands stand out on the shelf and attract consumers.

While caramel coloring does not contribute to flavor improvement, shelf life, or production costs in a significant way, it plays a crucial role in marketing and presentation, aiming to create a visually enticing product that appeals to consumers both emotionally and psychologically.