During the 1990s, rum sales were boosted by the surge in popularity of salsa music. Some 110 million cases were sold worldwide, including some 33 million cases of premium rum. This management briefing gives you an overview of the global market for rum. We rank the leading rum brands by volume, the leading rum brands sold in duty-free by volume, and give you profiles of the major players. Also discover the brand portfolios of each company and the latest issues facing the industry.
BRIEFING: The Global Market for Rum 2004
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