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Why has tequila boomed while rum has fallen behind? Tequila’s success is down to several factors but one clear distinction between Tequila and Rum is categorisation. Tequila's got structure - Blanco, Reposado, Añejo - clear categories that make it easy for bartenders and consumers to explore. Tequila’s regional identity in Mexico adds huge appeal, drawing on the country’s vibrant culture and rich associations with flavour and food. Rum’s diverse production across countries makes it harder to identify. So how can rum brands overcome these obstacles? Want to learn more on rum’s challenges and potential? Watch the video here https://lnkd.in/ehp3AHDh