Most of Myers's history is as an outstanding Jamaica rum. In the 1920s, it had the second largest aged reserves of any Jamaica brand. In the 30s/40s, was arguably the most prestigious Jamaica brand with releases up to 40 years old. Its slow decline began after acquisition by Seagram in 1950s.
Perhaps the way to turn it around is nothing more than to look to its own roots. It was the doyen of Jamaica Rum in its time. Fred Myers even wanted to introduce the 3 year old in 1921 (as the thinking back then for "health reasons". It is an object lesson in the need for protection like Scotch etc
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