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The Outcome: "Since the display has appeared in stores, Malibu has outperformed the rum category," said Badami. "In the latest 52 weeks, for example, Malibu grew 1 percent to represent 48 percent of all flavored rum sales, while the flavored rum segment declined 4 percent and the total rum segment declined 1 percent(1).
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Elise Hacking Carr
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Elise Hacking Carr is senior production editor for Print & Promo Marketing magazine, and managing editor for PRINTING United Journal.
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