Cognac’s principal industry body has issued a note of caution amid reports of a deal between Paris and Beijing over the price products will be sold for in China.
“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.
Fiona Holland November 08 2023
