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Why copying gin's template for growth risks doing rum a grave disservice - comment

2020-10-26 10:50:00| Daily beverage news and comment - from just-drinks.com

Cross-pollination among spirits categories offers scope for innovation-led growth for brand owners. Indeed, this is a well-trodden path with many success stories. However, category commentator Richard Woodard believes rum brands must be way more selective in who they choose to ape if they're ever going to get rum to recognise its long-expected potential.

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