Businesses spend resources to not only promote their product, and also to defend their marketshare against encroachers. Keeping a rival at bay is sometimes more important than advertising.
In 18th century France the wine & brandy industry saw a potential rival in Rum. Known throughout the Caribbean as Kill-Devil, this liquor made from molasses began sky-rocketting in popularity in the mid 1600s.
Rum cost a tiny fraction the price of wine & brandy. Furthermore, where it takes years to age a good red wine, each batch of rum can be made in less than 2 weeks.
This is why the French wine & brandy industry successfully lobbied the crown to make it illegal to import rum or molasses.
For a glimpse into my bartender life follow me on Snapchat!