consumer preferences, particularly the growing nonalcoholic beverage segment. While the global craft rum market expands at 5.9% annually, driven by millennial demand for authentic, premium spirits, Anand recognizes opportunities beyond traditional alcoholic offerings. “The non-alcoholic space is growing, isn’t it? Very much so,” Anand observes. However, Caribbean adoption lags developed markets.“It’s obviously not as popular as some of the more G20 countries, but in the Caribbean and some of the other surrounding countries, it’s catching on, but nowhere near what it is in America or some other markets.”The challenge, however, does not just involve consumer acceptance but production economics and market positioning. “Non-alcoholic products are not necessarily any cheaper. They’re in fact more expensive to produce,” Anand explains.“So,you have to hit the right consumer, and you have to have the right demographics. It’s not something that you’re going to have somebody who’s low on the equity spectrum purchasing nonalcoholics when they could buy something that can give them that sensation of alcohol at a lower price.” Product innovation remains central to RJ Rums’ differentiation strategy. “We’ve got this new ginger
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