Case Study: Sugar Barrel Rum Sugar Barrel Rum is a Barbados-based company with a long history of exporting its product. Established in 1834, it has sold product internationally since 1949 when it constructed a large commercial distillery. It has exported to North and Central America since that time, but is now interested in looking at new markets. Its research screening process has narrowed the market of interest to Australia. The organization wants to determine the demographic profile of its potential Australian consumer