StateWays - July/August 2015

StateWays is the only magazine exclusively covering the control state system within the beverage alcohol industry, with annual updates from liquor control commissions and alcohol control boards and yearly fiscal reporting from control jurisdictions

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StateWays ■ ■ July/August 2015 26 BY THOMAS HENRY STRENK T he second-largest spirits category isn't resting on its laurels. It's on the cusp of being the next big thing, say indus- try experts, as rum's beach-bum image morphs into sophistication. Variety and versatility are rum's greatest strengths - attributes that should enable the category to win market share from the hot whiskey and tequila segments. To do that, though, consumers need to better understand this multi-faceted spirit through changing consumption patterns, drinking occasions, marketing and educa- tional efforts. Rum has variety greater than just about any other spirit, ranging in character from white to gold to dark. Light rum's mixability is unequaled by vodka or tequila, and gold rum brings complex- ity to cocktails. Rich, barrel-aged sippers can hold their own against other brown spirits, afi cionados say, including bourbon. There is something for every drinking occasion and consumer palate. Rum has got it all. "The rum category includes a wide range of products, including both light and dark expres- sions, to meet all of our consumers' varied tastes Rum's Ready to Rebound Premium straight and aged rums appeal to the modern, sophisticated consumer.

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