This is a collection of photos chosen by AP photo editors.
A person pushes a child in a stroller as they are silhouetted against holiday lights reflected on a pond in a park, Saturday, Dec. 7, 2024, in Lenexa, Kan. (AP Photo/Charlie Riedel)
People watch a light show at the Palace Square in St. Petersburg, Russia, Sunday, Dec. 8, 2024. (AP Photo/Dmitri Lovetsky)
People watch a light show at the Palace Square in St. Petersburg, Russia, Sunday, Dec. 8, 2024. (AP Photo/Dmitri Lovetsky)
People stand on a bridge as Christmas lights illuminate the Darsena dei Navigli, the neighborhood named for the canals that run through this area of Milan, Italy, Monday, Dec. 9, 2024. (AP Photo/Antonio Calanni)
The moon sets beyond a Christmas tree on top of an office building, Monday, Dec. 9, 2024, in Overland Park, Kan. (AP Photo/Charlie Riedel)
The Doric columns of the floodlit, 5th Century BC Parthenon Temple on the Acropolis appear behind strings of Christmas street lights, in Athens, Greece, Monday, Dec. 9, 2024. (AP Photo/Thanassis Stavrakis)
People walk at Syntagma square as the Christmas tree is illuminated in Athens, Greece, Monday, Dec. 9, 2024. (AP Photo/Thanassis Stavrakis)
A child plays among space-themed holiday lights near a replica of shuttle Independence at Space Center Houston on Monday, Dec. 9, 2024, in Houston. (AP Photo/Ashley Landis)
Two children react to space-themed holiday lights at Space Center Houston on Monday, Dec. 9, 2024, in Houston. (AP Photo/Ashley Landis)
People walk among space-themed holiday lights at Space Center Houston on Monday, Dec. 9, 2024, in Houston. (AP Photo/Ashley Landis)
A 42-meter-high candle which is an illuminated medieval tower shines in the historic city centre of Schlitz, Germany, Saturday, Nov. 30, 2024. (AP Photo/Michael Probst)
A large inflatable Santa Claus decorates the stall of a Christmas tree dealer in the outskirts of Frankfurt, Germany, Tuesday, Dec. 3, 2024. (AP Photo/Michael Probst)
The Rockefeller Center Christmas tree is seen at the tree lighting ceremony on Wednesday, Dec. 4, 2024, in New York. (Photo by Andy Kropa/Invision/AP)
Visitors are silhouetted as they make heart sign while they walk through "Courtyard of Love" as part of the Chicago Botanic Garden's 1.3-mile, sixth annual Lightscape holiday experience of light and music in Glencoe, Ill., Wednesday, Dec. 4, 2024. (AP Photo/Nam Y. Huh)
Children play around a lit Christmas tree after the inauguration of the Christmas lighting in Campo Real, on the outskirts of Madrid, Spain, Sunday, Dec. 1, 2024. (AP Photo/Manu Fernandez)
Images of cartoon characters Wallace & Gromit created by British animation studio Aardman, are projected at the Battersea Power Station to celebrate the Christmas season, in London, Friday, Nov. 29 2024. (AP Photo/Kin Cheung)
People stroll on the Christmas illuminated Gedimino Avenue during the lighting ceremony in Vilnius, Lithuania, Friday, Nov. 29, 2024. (AP Photo/Mindaugas Kulbis)
The pleasure garden and the water palace are illuminated at the opening of the "Christmas Garden" light show in the grounds of Pillnitz Palace, Dresden, Germany, Thursday Nov. 21, 2024. (Robert Michael/dpa via AP)
People walk through a Christmas light trail during a lighting test of the Christmas Garden in the Botanical Garden in Berlin, Germany, Tuesday, Nov. 19, 2024. (AP Photo/Markus Schreiber)
People take pictures with the Christmas tree at the waterfront of the Victoria Harbour in West Kowloon Cultural District as the city prepares for the upcoming Christmas in Hong Kong, Friday, Nov. 22, 2024. (AP Photo/Chan Long Hei)
Christmas lights are displayed on Regent Street, in London, Wednesday, Nov. 20, 2024. (AP Photo/Kin Cheung)
People crowd the Christmas market in front of Schoenbrunn castle in Vienna, Austria, Saturday, Nov. 16, 2024. (AP Photo/Christian Bruna)
People look at the illuminations at the Wiener Chritkindlmarkt in front of Vienna's city hall, one of Vienna's most popular Christmas markets, in Vienna, Austria, Saturday, Nov. 16, 2024. (AP Photo/Christian Bruna)
People crowd the Wiener Chritkindlmarkt in front of Vienna's city hall, one of Vienna's most popular Christmas markets, in Vienna, Austria, Saturday, Nov. 16, 2024. (AP Photo/Christian Bruna)
Illuminations of the Wiener Chritkindlmarkt in front of Vienna's city hall, one of Vienna's most popular Christmas markets, in Vienna, Austria, Saturday, Nov. 16, 2024. (AP Photo/Christian Bruna)
Christmas lights are displayed on Regent Street, in London, Wednesday, Nov. 20, 2024. (AP Photo/Kin Cheung)
The National Christmas tree is lit during the lighting ceremony at Cathedral square in Vilnius, Lithuania, Friday, Nov. 29, 2024. (AP Photo/Mindaugas Kulbis)
The traditional 45 meter high Dortmund Christmas tree, one of the world's largest, is illuminated for the first time this year at the Christmas market in Dortmund, Germany, Monday, Nov. 25, 2024. (AP Photo/Martin Meissner)
Lights illuminate the traditional Christmas Market that was opened in Frankfurt, Germany, Monday, Nov. 25, 2024. (AP Photo/Michael Probst)
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A person pushes a child in a stroller as they are silhouetted against holiday lights reflected on a pond in a park, Saturday, Dec. 7, 2024, in Lenexa, Kan. (AP Photo/Charlie Riedel)
People watch a light show at the Palace Square in St. Petersburg, Russia, Sunday, Dec. 8, 2024. (AP Photo/Dmitri Lovetsky)
People watch a light show at the Palace Square in St. Petersburg, Russia, Sunday, Dec. 8, 2024. (AP Photo/Dmitri Lovetsky)
People stand on a bridge as Christmas lights illuminate the Darsena dei Navigli, the neighborhood named for the canals that run through this area of Milan, Italy, Monday, Dec. 9, 2024. (AP Photo/Antonio Calanni)
The moon sets beyond a Christmas tree on top of an office building, Monday, Dec. 9, 2024, in Overland Park, Kan. (AP Photo/Charlie Riedel)
The Doric columns of the floodlit, 5th Century BC Parthenon Temple on the Acropolis appear behind strings of Christmas street lights, in Athens, Greece, Monday, Dec. 9, 2024. (AP Photo/Thanassis Stavrakis)
People walk at Syntagma square as the Christmas tree is illuminated in Athens, Greece, Monday, Dec. 9, 2024. (AP Photo/Thanassis Stavrakis)
A child plays among space-themed holiday lights near a replica of shuttle Independence at Space Center Houston on Monday, Dec. 9, 2024, in Houston. (AP Photo/Ashley Landis)
Two children react to space-themed holiday lights at Space Center Houston on Monday, Dec. 9, 2024, in Houston. (AP Photo/Ashley Landis)
People walk among space-themed holiday lights at Space Center Houston on Monday, Dec. 9, 2024, in Houston. (AP Photo/Ashley Landis)
A 42-meter-high candle which is an illuminated medieval tower shines in the historic city centre of Schlitz, Germany, Saturday, Nov. 30, 2024. (AP Photo/Michael Probst)
A large inflatable Santa Claus decorates the stall of a Christmas tree dealer in the outskirts of Frankfurt, Germany, Tuesday, Dec. 3, 2024. (AP Photo/Michael Probst)
The Rockefeller Center Christmas tree is seen at the tree lighting ceremony on Wednesday, Dec. 4, 2024, in New York. (Photo by Andy Kropa/Invision/AP)
Visitors are silhouetted as they make heart sign while they walk through "Courtyard of Love" as part of the Chicago Botanic Garden's 1.3-mile, sixth annual Lightscape holiday experience of light and music in Glencoe, Ill., Wednesday, Dec. 4, 2024. (AP Photo/Nam Y. Huh)
Children play around a lit Christmas tree after the inauguration of the Christmas lighting in Campo Real, on the outskirts of Madrid, Spain, Sunday, Dec. 1, 2024. (AP Photo/Manu Fernandez)
Images of cartoon characters Wallace & Gromit created by British animation studio Aardman, are projected at the Battersea Power Station to celebrate the Christmas season, in London, Friday, Nov. 29 2024. (AP Photo/Kin Cheung)
People stroll on the Christmas illuminated Gedimino Avenue during the lighting ceremony in Vilnius, Lithuania, Friday, Nov. 29, 2024. (AP Photo/Mindaugas Kulbis)
The pleasure garden and the water palace are illuminated at the opening of the "Christmas Garden" light show in the grounds of Pillnitz Palace, Dresden, Germany, Thursday Nov. 21, 2024. (Robert Michael/dpa via AP)
People walk through a Christmas light trail during a lighting test of the Christmas Garden in the Botanical Garden in Berlin, Germany, Tuesday, Nov. 19, 2024. (AP Photo/Markus Schreiber)
People take pictures with the Christmas tree at the waterfront of the Victoria Harbour in West Kowloon Cultural District as the city prepares for the upcoming Christmas in Hong Kong, Friday, Nov. 22, 2024. (AP Photo/Chan Long Hei)
Christmas lights are displayed on Regent Street, in London, Wednesday, Nov. 20, 2024. (AP Photo/Kin Cheung)
People crowd the Christmas market in front of Schoenbrunn castle in Vienna, Austria, Saturday, Nov. 16, 2024. (AP Photo/Christian Bruna)
People look at the illuminations at the Wiener Chritkindlmarkt in front of Vienna's city hall, one of Vienna's most popular Christmas markets, in Vienna, Austria, Saturday, Nov. 16, 2024. (AP Photo/Christian Bruna)
People crowd the Wiener Chritkindlmarkt in front of Vienna's city hall, one of Vienna's most popular Christmas markets, in Vienna, Austria, Saturday, Nov. 16, 2024. (AP Photo/Christian Bruna)
Illuminations of the Wiener Chritkindlmarkt in front of Vienna's city hall, one of Vienna's most popular Christmas markets, in Vienna, Austria, Saturday, Nov. 16, 2024. (AP Photo/Christian Bruna)
Christmas lights are displayed on Regent Street, in London, Wednesday, Nov. 20, 2024. (AP Photo/Kin Cheung)
The National Christmas tree is lit during the lighting ceremony at Cathedral square in Vilnius, Lithuania, Friday, Nov. 29, 2024. (AP Photo/Mindaugas Kulbis)
The traditional 45 meter high Dortmund Christmas tree, one of the world's largest, is illuminated for the first time this year at the Christmas market in Dortmund, Germany, Monday, Nov. 25, 2024. (AP Photo/Martin Meissner)
Lights illuminate the traditional Christmas Market that was opened in Frankfurt, Germany, Monday, Nov. 25, 2024. (AP Photo/Michael Probst)
KOHALA, Hawai‘i--(BUSINESS WIRE)--Jan 15, 2026--
Kuleana Rum Works, the Hawai‘i-based distillery known for its additive-free, award-winning rums, today announced the release of “An Open Letter on Additive-Free Rum,” written by Founder & CEO Steve Jefferson, addressing why rum is now facing the same scrutiny and market shift that reshaped tequila a decade ago.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260107792953/en/
Consumers across spirits are demanding more honesty about how products are made. Additive-free labeling has already transformed tequila and is reshaping whiskey and RTDs. Drinkers now expect producers to protect natural flavor instead of masking it, and bartenders increasingly use transparency as a measure of quality. The letter positions rum as the next category entering this accountability cycle, as more consumers begin to question undisclosed sweeteners, flavorings and added color.
Tequila provides the clearest precedent. Producers who embraced additive-free methods helped premiumize the category, while brands relying on undisclosed additives now face growing skepticism. According to the letter, rum is approaching the same turning point. Jefferson explains that Kuleana Rum Works was founded on additive-free principles: growing heirloom Hawaiian kō (sugarcane), fermenting and distilling fresh juice at lower proof to preserve natural character, adding nothing after distillation and holding all blending partners to the same standards. Every rum — whether distilled in Hawai‘i or sourced — is verified additive-free through independent lab testing and supplier documentation.
“Consumer expectations are changing fast across spirits,” said Steve Jefferson, Founder and CEO of Kuleana Rum Works. “People want honesty in what they drink, and they’re rewarding producers who protect natural flavor rather than covering it up. Additive-free isn’t a trend — it’s becoming the standard, and rum is now facing that shift head-on.”
Additional detail in the letter underscores how production choices such as fresh juice fermentation, low-proof distillation and a strict no-additives policy create transparency and flavor integrity that align with what the market is valuing.
About Kuleana Rum Works
Founded on the island of Hawai‘i in 2013, Kuleana Rum Works crafts award-winning, additive-free rums — led by its signature Hawaiian Rum Agricole® — from fresh kō (heirloom Hawaiian sugarcane) grown on its regenerative Kohala farm. Now available in 17 states and Japan, Kuleana Rum Works champions excellence, transparency and community stewardship. Visit kuleanarum.com to learn more.
https://kuleanarum.com/additive-free/