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The rise of rum

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 TAGS:The WHO shared new statistics about the average baskets in the United Kingdom. The results show a significant change in the consumer?s habits, more specifically in the alcoholic beverage consumption: it still tends to decrease.

In the UK, alcohol consumption declined for several years in-a-row. The lowest percentage was recorded in 2011. It appears that average consumers prefer to choose white rum over other drinks like champagne, which sales reduced dramatically.

The demand constantly changes and we can ask ourselves if it is a reflection of the society?s evolution. But if we take a closer look at the study we can see that blueberries, salami, e-books and even men T-shirts sales are decreasing too. Not easy under those conditions to figure a general trend from those statistics... However, let?s play a little bit and allow ourselves to imagine an explanation to the ?Rise of the White Rum?

What is pushing the UK into abandoning champagne? Champagne represents luxury, victory, effervescence, and sparkling occasions. Nowadays, it may also convey a certain idea of overdoing things. On the contrary, rum seems to fit any kind of events, from the most mundane parties to the average teenage binge drinking nights. In effect, rum has a large price range, depending on its aging and quality.

White, gold and black rum are the result of the fermentation and distillation of sugar cane. The barrels of oaks, the sugar cane quality, the aging and the distillates used are decisive in the final flavour of the beverage. If you choose a medium quality rum, you can still use it as the main ingredient of the two popular cocktails Pina colada and Cuba libre.

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