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  • How is rum’s notorious reputation being overhauled?
  • How is rum’s notorious reputation being overhauled?
    Daoudi Aissa (2018) ©
REPORT

Why are Britons smitten with rum?

Rum is experiencing a renaissance in Britain as craft producers and premium mixers have elevated the spirit from cheap student inebriator to sophisticated yet casual beverage. But what exactly do drinkers want from a bottle of grog, and how are brands and bars adapting to their expectations?

Location United Kingdom

Scope
In 2009, the launch of a tiny gin distillery in Hammersmith helped spark a major shift in British drinking behaviours. Following a back-and-forth lobbying battle with HMRC, Fairfax Hall and Sam Galsworthy overturned a nearly 200-year-old law that forbade the small-scale manufacture of liquor, setting up Sipsmith. [1] It effectively opened the door for other distilleries to follow, contributing to Britain’s craft spirits boom – the number of licensed distilleries nationwide has rocketed from 113 to 419 in a decade. [2][3]

Locally produced gin, whisky, vodka, and rum are on the rise, ...

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