Sections |
| Title | Starting Page | Number of Pages |
|---|
| Single-user licence edition | 3 | 2 |
| Copyright statement | 0 | 4 |
| just-drinks.com membership | 0 | 5 |
| Table of contents | 5 | 2 |
| List of tables | 7 | 1 |
| Chapter 1 Sector review | 8 | 3 |
| History | 0 | 9 |
| Product characteristics | 0 | 9 |
| Market overview | 0 | 11 |
| Table 1: Latin America: Total rum and cacha a sales by count | 11 | 14 |
| Positive imagery | 0 | 12 |
| Growth trends | 0 | 14 |
| The emergence of the premium tier | 0 | 15 |
| Drawing parallels | 0 | 17 |
| Inventory issue | 0 | 18 |
| Points of differentiation | 0 | 20 |
| Is golden rum a threat to white rum? | 0 | 21 |
| Greater multinational involvement in rum sector | 0 | 22 |
| Flavour explosion | 0 | 24 |
| Golden rum spearheads growth in Europe | 0 | 25 |
| Table 2: Rum sales in selected European markets, 2001 and 20 | 24 | 1 |
| Table 3: Europe: Premium and above rum sales, 2001 and 2004- | 25 | 1 |
| Table 4: Spain: Share of rum sales by type, 2001 and 2005 (% | 26 | 1 |
| Flavours fuel US rum growth | 0 | 33 |
| Premium growth | 0 | 35 |
| Table 10: US: Top ten premium and super-premium rum sales, 2 | 35 | 2 |
| Flavour developments | 0 | 37 |
| Table 11: US rum: market share by product type, 2001 and 200 | 37 | 3 |
| Asian potential | 0 | 39 |
| Rum gains ground in travel retail | 0 | 40 |
| Chapter 2 Rejuvenated Bacardi | 42 | 4 |
| General strategy for growth | 0 | 44 |
| Competitive landscape | 0 | 46 |
| Chapter 3 Havana Club dances to the Cuban beat | 47 | 3 |
| Chapter 4 Appleton puts its faith in premium sector | 51 | 3 |
| European growth | 0 | 54 |
| Chapter 5 New era at Cruzan | 54 | 3 |
| Chapter 6 Mount Gay hoists the sails | 57 | 3 |
| Chapter 7 Historic Matusalem brand set to rebuild | 61 | 1 |
| Chapter 8 Flor de Ca a targets duty free | 62 | 1 |
| Chapter 9 Diageo: Rum powerhouse | 63 | 2 |
| Chapter 10 Mo t Hennessy targets super-premium market | 65 | 1 |
