When the authenticity strategy isnt

The thing is that there is a true and interesting story to be told about Rum-it is bound up with the history of empire. sugar and exploitation-woven into the individual island histories of the Caribbean. It’s as least as complex and interesting as the story of whisky. The clue is in the invisible pack shots at the bottom of the page in these cross tracks.(The website gets into the story in an airbrushed way-its just you would bother to visit it.) Why not authentic? They look like someone said-“we like those Jack Daniels ads can we have something like that please.”

Mind you cant be easy doing work for a committee.

Nice looking chap-just dont believe he has anything to do with making Rum


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