Actually it's a play on words

"Volles Rohr" means something like "full throttle" in this case referring to the high alcohol content I believe.

and then there is "Zuckerrohr" vor "sugar cane"

So they have combined it and created the pun "Volles (Zucker-)Rohr"

If you need a translation its probably better to make up a new title then try a literal translation.

"Volles Rohr" is an idiom meaning something roughly like "Full Power". The "Rohr" is a wordplay on "Rohrzucker", i.e. sugar cane, from which rum is made. I can't tell you how best you might render this in English, but perhaps the explanation helps you get the gist. Perhaps "Full (Sugar) Power"

Volles Rohr is an idiom meaning to apply maximum strength or power. Often used when talking about speed ( in driving).
In the last example - one imagines opening the pipe ( fuel pipe) to the maximum to allow the intake of fuel to power up the engine.

Here the rum produced is up to 60% vol. Pretty potent stuff!!

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Note added at 28 mins (2004-05-16 16:54:25 GMT)
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Possible translation - Good rums made from sugar cane have an alcohol content of 40 - 60% so they can really give you the big stick - so to speak.

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Note added at 32 mins (2004-05-16 16:58:40 GMT)
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By mentioning the word CANE again in the same sentence - which is a sort of stick - you make the connection with - the big stick - ( a hefty wallop of alcohol) and have used an equally graphic play on words.

maybe a bit colloquial, but gives you the word play on cane, and the result of supping on 40 - 60% beverages!

Packs a heavy punch
Sweet surrender

;-(
hth