Blog: Andy MortonThink you know the future for rum? Join the club

Andy Morton | 9 May 2014

It was the biggest swing in London since the '60s. 

Presented with the motion “The future for rum lies with connoisseurs not clubbers”, the audience at last night's Worshipful Company of Distillers debate looked odds-on to uphold it, after a pre-event poll showed a majority in its favour. An hour, and a second vote, later, though, and the room had turned.

To be fair to Ed Pilkington, Diageo's Western Europe marketing head and whose job it was to support the motion, he was up against it. His adversary on the night, former Bacardi man Chris Searle, only had to open his speech with the words “clubbers are many, connoisseurs are few”, and the debate, for my money, was over.

We were, after all, in the JP Morgan suite at the old Prudential insurance headquarters in the city of London, the financial capital of the world. Most of the 150-strong audience were analysts, brokers or people otherwise engaged in the pursuit of money.

Pilkington's attempt to persuade them that the niche world of collectors and spirits aficionados could support rum's growth appeared lightweight when compared to Searle's description of a huge clubbing consumer base that is getting bigger by the year. 

“Clubbers are aspirational, and going global,” Searle said. “And their numbers are compelling for the future of rum.”

For many of us in the audience, it was case closed.

Sectors: Spirits

Companies: Bacardi, Diageo

NEWS

Diageo ditches Shui Jing Fang construction plans in China

Diageo has confirmed reports in the Chinese press that it will not go ahead with the construction of its planned Shui Jing Fang production site in Chengdu....

BLOG

How a visit to the dentist helped Muthar Kent get ahead in business

Want to know how to make it to the top of the beverage business? According to Muhtar Kent, it's all about the networking....

BLOG

What's on offer in the UK off-trade?

A red sticker to a shopper is like a red rag to a bull. And as the masses charge at the deals, UK off licences and supermarkets are finding new and novel ways to entice the herd. ...

BLOG

Hennessy's time capsule is for the ages

To celebrate its 250th anniversary, Cognac brand Hennessy is trumpeting a virtual time capsule, making a parallel between it and a barrel of Cognac....

NEWS

Remy Cointreau introduces tamper-proof bottle for Remy Martin - video

Remy Cointreau is to introduce an anti-counterfeiting bottle for its Remy Martin Cognac brand in nightclubs in China. ...

BLOG

Monster Beverage Corp backs the right horse

Rarely do sponsorship deals pay off so quickly. ...

just-drinks homepage



Forgot your password?