A brief marketing analysis of the alcoholic beverage, Pusser's Rum.
Written in 2004; 785 words; 3 sources; MLA; $ 27.95
Paper Summary:
This paper discusses the alcoholic drink, Pusser's Rum, a fascinating product with a fascinating history. The paper explains that the association of rum with a form of compensation on a naval ship has a long history, and Pusser's Rum is the rum that fit this bill in the British Royal Navy from 1655 to 1970. The paper contends that the name came from a slang pronunciation of 'Purser', the title of the individual on the ship responsible for divvying out the daily rum ration for the individual sailors. The paper examines the development of a marketing strategy for this rum, claiming it to be greatly dependant upon the folklore and history of the product. The bottle reflects this with its use of the white British Royal Navy flag and insignia on it.
From the Paper:
"In fact until 1980 this rum was not available to anyone except those associated with the British Royal Navy, when an entrepreneur bought the rights and the recipe from the British Royal Navy and began to produce and distribute it to the public. The availability of this product to the public marks a change in the distribution of alcohol internationally. Additionally, the marketability of the product internationally via the internet is also demonstrative of a change in the system. Yet, it seems that the company has done a great deal of research about given laws and requirements for international distribution of products containing alcohol."
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