By
categorizing characteristics of rum into three main styles – English,
Spanish and French, it is hoped consumers will understand
the spirit more clearly, giving them confidence to choose a brand outside their
comfort zone.
Matthieu
de Lassus, export director for Spiridom, claimed the map could help rum on its
way to becoming the next great spirit trend. “Our
main intention is to better segment the rum market in order to create the
necessary conditions for premiumization,” he said. “Rum
is the third biggest spirit category in the world and bartenders’ preferred
spirit for cocktails. It has enjoyed steady growth worldwide for the last 10
years but still rum is the only spirit category to remain largely underpremiumized
to date. “We
believe that premiumization will only come through a better education of our
customers and a better segmentation of the rum category.”
I'm in fully agree with Matthieu de Lassus, the only way that the category will grow is if and when the consumer learns the category, by finding a taste that suits your palate. I'm hoping that this map will help you locate the place that your palate will call home. ;o)
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