Brugal on the secrets to unlocking rum’s premium potential

“Post-pandemic, people are looking for brands that invite them in” – Brugal on the “welcoming” category of premium rum

Fiona Holland speaks to Brugal’s Eileen Livingston about changing traditional consumer conceptions of rum and why premiumisation is essential to the brand’s future.

Eileen Livingston, managing director, international for Brugal rum. Credit: Brugal rum

The Edrington Group appointed Eileen Livingston as managing director of rum brand Brugal’s global markets in 2020. With a background as a senior director for Scotch whisky at Beam Suntory, she has experience managing brand strategies for spirits and is working on strengthening the image of Brugal in the more upmarket parts of the category.

Subscribe to Just Drinks

Join over 80,000 beverage industry professionals by unlocking full access for just $1 (plus VAT if applicable)

Already a Member? LOGIN HERE

Just Drinks membership gives you:

Unlimited access to Just Drinks content including in-depth analysis, exclusive blogs, industry executive interviews and management briefings
Unbeatable market coverage from wine and beer, to soft drinks
Unrivalled drinks industry comment from Dean Best, James Beeson and leading industry experts