News Rum Ambassador's Blog

Rum’s Cheap Image?? Ian Burrell Speaks To Top Shelf

By James Atkinson

Premium rums priced at hundreds of dollars a bottle are now commonplace, according to global rum ambassador Ian Burrell, who says consumers are slowly warming to the diversity of the category.

Speaking at Top Shelf, Burrell told TheShout that premiumisation of rum is relatively new development, pointing to Australia’s own Bundaberg and its Master Distillers’ Collection as an example.

“The entry level of that range starts off at about $90. They’ve realised that they have to progress and evolve – even though they have a core market with their products and a core fanbase, they can always expand and find new rum lovers as well,” he said…read the rest here

source theshout.com

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