04 Mar 2020 --- Mythical creatures who emerge at night to steal rum – duppies – are a prime selling point for The Duppy Share, a UK-based rum brand. As alcohol consumption decreases, consumers are drinking “less but better,” giving a leg up to premium drinks. Rum sales in the UK hit the £1 billion (US$1.3 billion) mark in 2018, with the Wine and Spirit Trade Association (WSTA) citing consumers’ interest in craft rum as a key driver. Rich storytelling evokes a cultural experience, filled with local flavors and traditions, which can play upon processing, sourcing or quality of ingredients to reel in consumers.
