Overall description of the alcohol market

Alcohol is a very popular product among people of all ages. Pretty much all kinds of alcohol, are associatedwith partying, having fun, celebration and being with friends in an enjoyableatmosphere. You probably tasted a few brands of rum before without noticingthat behind each sip you’ve taken, there is a whole world with its owncharacteristics. In fact, the competition is very fierce in the alcoholindustry and the rum sector is not an exception. Moreover, in France, the Evinlaw limits the wrights to advertise alcoholic beverages in order to protectyoung people from the influence of marketing campaigns. Also, the new lawsencourage consumers to reduce their consumption of alcohol especially on theroad to limit the number of accidents. In fact, the overall consumption ofalcohol per capita decreased; from 1960 to 2001,in the average foodbudget, the share of spending on alcoholic beverages fell from 12.4% to 8.9%.