I don't know if this is the case with bourbon, but you should never drink a scotch without adding a splash of water or soda (to taste) to it, to bring out the flavour fully.
That's why most pubs have a water jug with a distillery logo on the side.
Ooh, controversial. I'll agree with you for cask-strength malts, but I find a standard 40% malt will actually lose flavour if I add water.
Dude, how much water are you adding? For my neat singles and doubles of bourbons and single malts, I either use one small ice cube and fish it out after about ten seconds, or I wet my fingers and let them drip into the glass and do this once or twice. Any more than that is probably too much.
Also I should note that my "on the rocks" drinks are actually not on the rocks, but the glasses and the bottles of liquor have all been in the freezer. So basically I do the water thing for them, too.
Captain Morgan makes a variety.
This is not said to make coconut rum more appealing in any way.
I found a use for Captain Morgan! Specifically, Captain Morgan Spiced Rum; I haven't tried this with any other variety.
Slice up six or seven limes quite small, and unless you are making a presentation out of it they don't really need to be pretty. Shove a lot of them (half?) into the bottle, shake lightly (turn upside down two or three times to mix), and taste. Continue to add lime slices to taste. You need another empty bottle of about the same size for storage, though, because you really need to halve the quantity of rum to allow for all the lime slices. Serve with anywhere from 1:1 to 1:3 parts water. I have found that serving it in a mug (or tankard, if you have one) is appropriate, or in a tumbler with a lime slice is quite attractive.
GROG.
I realise now that people have been serving rum with lime juice and water for ages, but I came up with this myself (because I want to be a pirate) and also I did it with limes in the bottle and not pussy lime juice just in the cup.