Applying patience to the education of rum consumers about provenance is proving successful for brand owners in the segment, according to a recent report.
An analysis of the current landscape for premium rum in this month’s issue of Global Drinks Intel magazine features comments from a raft of brand owners, one of whom extolled the benefits of consumer education. According to the global market director for Groupe Bernard Hayot’s Spiribaum spirits unit, Audrey Bruisson, a focus on terroir is succeeding in gaining converts to its Rhum Clement and Rhum JM brands from the Caribbean island of Martinique.
“For the past few years, we have noticed that consumers in the US, the UK and Europe are more curious and conscious about which rum they drink,” Bruisson told Global Drinks Intel.
“I would not say it’s easier today to explain the concept of terroir and rum, but as soon as people get it, we score much more points than before.”
The October issue of Global Drinks Intel magazine was published last week. For details on how to subscribe, click here.
