The drinks sector woke up to a surprise yesterday (18 September) with Matteo Fantacchiotti resigning from his position as CEO at Italian spirits major Campari Group after only five months in the role.
“Post-pandemic, people are looking for brands that invite them in” – Brugal on the “welcoming” category of premium rum
Fiona Holland speaks to Brugal’s Eileen Livingston about changing traditional consumer conceptions of rum and why premiumisation is essential to the brand’s future.
Fiona Holland November 08 2023