Wish I had discovered this forum earlier; quite fascinating insight by Ed. About 5 years ago I worked in the UK spirits business, first for a new swedish vodka brand and then in a sales capacity for a belgian beer. But after a rum tasting I got hooked and started researching the potential to develop a rum brand in the UK. My reasoning was that there were a handful of distillers with real history, still operating a traditional production process, but with no idea at all how to market their product in europe. I spent months researching each distiller and then short- listed the names I thought would work as a brand in the UK. I contacted a company in the eastern carribean and luckily they had a rep in London that week! I met at her hotel and discovered just how much work it would take to transform this brand into a marketable product...A truly fiery agricole rum! She then explained their plan to tie up a partnership with four island distillers and produce a portfolio of new products. To cut a long story short, after an initial positive reaction to my ideas and talk of inviting us over nothing came of it. It seemed it was very hard to make these small companies understand what the uk market wants. Too many barriers to break down i feel. It was interesting to see the new brand 10Cane; the marketing is so OTT it made my chuckle. Barbancourt white is made in a similar way (I think). I will be interested to see how 10Cane does in the london on-trade.