No one will dispute the success of the French master marketing machine in promoting the idea that - somehow - that their invented "Rhum Agricole AOC Martinique" marque (along with a literally encyclopaedic and smothering list of miniscule regulations) actually produces a top quality product. And the Preacher - along with F. Paul Pacult - worked hard to create the next big thing in rum, er "rhums". Thus the survey of French drinking habits is particularly meaningful. Let's cut through the hype and see what the originators of the AOC label drink.
Old Nick is by far the most preferred "rhum blanc" in France, accounting for an astounding 19.4% of the market.
This is a massive number and lead. And what is Old Nick? It's a white molasses-based rum ("rhum blanc traditonnel") from the "West Indian Antilles". Not Martinique. As for the AOC labeled cane juice rums that are readily available in the US, the Shillery-promoted Clement scores but a tiny 1.7%, while the monkey-rejected St. James garners a respectable, but still trailing 5.4%. Lastly, the Preacher's puny primate products don't even show.
So much for marketing and Shillery preferences. As for the French, it really reduces to "drink what we promote, not what we prefer". C'est la vie...
