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While most rum enthusiasts focus on the quality of product, the business of rum is based on the numbers. Some of the most accessible rums like Malibu, Captain Morgan and Admiral Nelson are not driven by a quality metric, but rather a quantity motive. While this may be discouraging to some, the rum category is doing quite well on all accounts and the number of savvy consumers has grown exponentially over the past two decades. This is not a problem, this is an encouraging trend in terms of quality rum being developed.

Consider a comparison to the movie business. Great art house films rarely make a handsome profit while cartoonish comic book themes rake in billions. Rather than condemning the big blockbuster films, true cinema aficionados simply focus on the artful expression of the cinematic medium, while the huge money-makers pay the bills and keep a huge industry working.

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Thanks Matt for this. Unfortunately with the rise adulterated products, we as industry professionals have to acknowledge and educate our staff AND guests ultimately. This is something we do frequently in order to help spread awareness and interest in the smaller brands. It wasn't that long ago that the same occurred with tequila's DO status being threatened and reduced from 70% weber azul mandate to 51%. Again, education is crucial in this particular situation.

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