When you first bite into these squares, you might be a little disappointed, because all that seems to hit you is a strong cola flavour. But after a few chews, a new flavour starts to creep up into your palette. The flavour starts to morph into a caramel/rum flavour. After a few more seconds the cola flavour starts to fade and your left with a buttery rum flavour. It's actually really impressive how this gummy changes flavours, and how much these flavours actually taste like they're supposed to.
I'm torn between enjoying the flavour change, or wishing that they could somehow merge the flavours a little more. In reality you'd want your cola and rum to be mixed evenly, if not, you might as well just buy a glass of cola and a glass of rum. However, the changing flavour of this candy is kind of fun, and since the rum flavour doesn't give you that boozy burn, it's not bad that the cola flavour dissipates.
I think my only real complaint about this treat is the "spiced" aspect. More to the point, I’m fairly disappointed by the lack of any real spice flavour at all. This candy really managed to get the rum and cola flavour down, but I think it could have used a little something else to sell the spice flavour, maybe a dash of cinnamon or nutmeg.