Rum is a type of brandy originating in the Americas, produced from sugar cane.
According to Les Echos, the world rum market was expected to reach 3.5 billion US dollars in 2014, or some 18 million 9-litre cases.
The rum market is dominated by spirits giants (like Diageo, Pernod Ricard and Bacardi), without presenting significant barriers to entry for niche brands.
To win global market share, rum producers are pursuing a particularly sophisticated communication strategy and are counting on the development of "cocktail culture".
The end of the embargo on Cuban products should result in an increase in the rum market, thanks to the lifting of restrictions for American tourists.
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