Here's what Dave Herbert, who conducts the tours, told me: "The tour takes up to 90 minutes (depends on the number of people), a welcome Rhum Punch, a brief history of Rhum, our story, then they see the bottling and packaging, and 9 samples of Rhum. We are adding a little bit about barrel ageing but we have just started this so just starting to work it into the tour."

As to the cost, people are obviously willing to pay, as the tours are quite popular. They also have a cruise excursion that includes transportation and a visit to Maho beach to watch the planes. Not sure how much that one costs.