Marketing - marketing - marketing... This is what I have in mind, if I am reading the websites of some brands. This time I landed on the website of Vizcaya, which claims to make rum out of "the freshest sugarcane" which is pressed and the juice is directly fermented. Usually rum is not made this way. Usually (and this is probably the original method), sugarcane is pressed, the juice then is cooked until it becomes molasses and until the sugar crystallizes. The solid sugar is taken out until the mixture becomes too thick, to extract more sugar. This is then the molasses you would use for cooking, or to ferment to create a rum. While I definitely admit, that making rum out of fresh sugarcane is slightly more expensive, than using a byproduct of the sugar production (sugarcane is anyway not very expensive), I am arguing about the claim of this producer, that it (necessarily) leads to a better rum. The issue here is the concept: sugarcane juice is a whole different thin...