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Rum, which has enjoyed a decade of uninterrupted growth in Chile, is no longer a favorite among Chilean consumers. Sales of the drink fell by about 40 percent in volume terms from 2011 to 2013. This dramatic drop was caused by rum’s image problem in the country. Essentially, the drink became so popular that consumers are now tired of it. Major manufacturers are fleeing Chile, leaving the rum market to a few local brands and imports.
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