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While sheer sales volume is an obvious factor, some of this thinking comes down to cultural bias, misconceptions based on past trends, and anecdotes from vocational visits to Caribbean isles when rum was king. Fine wine also can and increasingly is being profitably sold in the land of where rum and beer reign supreme.
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For instance, MOOKA Rum from South Africa experienced rapid market growth and partner interest post their Silver Medal win, while a boutique distillery credited the competition with placing their gin on the global map and enhancing their reputation significantly.
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