PREMIUM RUMS: A DISCERNING FOCUS ON THE RUM CATEGORY, FROM BRANDING TO PACKAGING & COMMUNICATION IN ORDER TO BETTER ANTICIPATE ITS UPCOMING REVOLUTION
« Rum is widely viewed within the liquor industry as the next big thing. Rum is already big in terms of span of markets and volume; it has been less impressive in terms of branded and premium development – at least compared with other categories such as whisky, brandy or vodka. This is now changing » (…) IWSR Global Market Review of Rum – Forecasts to 2015
PREMIUM RUMS: PICTURING THE FUTURE OF A PROMISING CATEGORY
A UNIQUE THREE-PRONG APPROACH…
Marketing + Semiotics + visuals codes to compose an in-depth and comprehensive vision.
… A PANORAMA OF TRENDS IN PACKAGING WITHIN THE CATEGORY
considering shape, materials, and color. Over 8 trends identified.
… A FOCUS ON INNOVATIVE COMMUNICATION CAMPAIGNS
to understand how new players succeed to break the category codes.
… A COMPARATIVE APPROACH WITH COGNAC, WHISKY & CHAMPAGNE
to analyse other premium wines & spirits moving-up strategies toward premium and luxury markets.
