Why rum is the going to be the next big thing, according to a former Macallan brand guru

You’d want a creative like Ken Grier in your team. During his two decade-long marketing career for The Macallan, Grier, who hails from Scotland, helped the whisky brand grow five times in volume and nine times in profit, sealing the spirit’s reputation as the number one single malt Scotch in the world by value.

I’m very proud that we were able to become the number one single malt in the world by value, and to become a leader in the auction and collectables market. We developed the modern playbook on how to build luxury spirit brands and deliver some of the most lauded and awarded innovations. It took vision, out-of-the-box thinking, focus, courage, and the ability to communicate and galvanise around a purpose.Dictador is a unique brand.

Each bottle of rum from the Dictador X Orlinski 5 Decades set is encased in a sculpted 'Kong' artwork by Richard Orlinski. Only 525 bottles from the collection are available worldwide. One of the exclusive 25 hand-painted bottles by Orlinski and a corresponding NFT sold for US$100,000 at Art Basel Miami last November, setting a new world record price for a bottle of rum.Dictador is the leading ultra-prestige rum and, at the moment, the only real investment-grade rum.

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