I don't really see rum happening at least for awhile. There are some very good market forces on its side. Sugar cane and molases are cheap, labor is cheap, the climate allows for a faster barrel and spirit interaction than whiskeys.
However, I haven't seen very goof marketing or a way to pitch run as a premium product. Tequila used the 100% bkur agave as a mark of quality. I'm not sure what rum can do.