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Rum in Danish is "rom" and therefore a part of the business name.
Rum is a growing category, while whisky is likely to remain the biggest category for a while. I see 2 possible options: 1) The design can somehow communicate rum (also to keep the synergi with the company name), but then the importance of particularly whisky "should be considered". 2) The design can communicate spirits overall.
The webshop will only sell high-end (more expensive) products and not cheap spirits from regular supermarkets, etc.
Target group will be male dominated.