THE CATEGORY
Dive into our rum trends deck which shares insights across challenger and mainstream brands. We have identified 4 key trends and ask what this means for your portfolio.
Explore how brands are:
- Pushing the boundaries by blending cultures and practises for a true experiential journey
- Celebrating genuine stories and the cultural origins of rum
- Accessing luxury and special occasions through premiumisation
- Leveraging the accessibility of rum to encourage experimentation
- Revaluating what the category has to offer, producing complex liquids for a discerning audience
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