Why did Kahlua put rum on label?

From the Kahlua web site:

Since Kahlúa was estd. in 1936, it has always been made of coffee & rum. This is a natural fit since the sugar cane, the base of rum, and the coffee beans KAHLÚA is made of grow side by side in Veracruz, Mexico. The reason why we communicate this stronger now is that we want to celebrate our heritage and believe our consumers appreciate authenticity.