Spiced rum producers have been studying the gin category closely for inspiration, and this now looks to be paying off.
Today’s rum category already seems vast. Couple that with ever-changing consumer trends and assembling a decent rum selection can seem like navigating a labyrinth in a blindfold.
By John Timothy, chief executive, The Portman Group
By Tom Harvey, co-founder at YesMore Drinks Marketing Agency
By Blake Gladman, strategy and insights director at Kam Media
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