Sugar beet is grown locally, meaning culturally in Europe and so on there isn’t a history of sugar cane use in food and drinks. Likewise to protect local farming, sugar beet has import duty protections applied in the way of duties added on sugar cane.
Additionally, sugar currently has a low image consideration compared to fruit, for example. Although both contain sugars, fruit is more expensive and marketable. Sugar is seen as something cheap that people generally want less of, and the idea of a drink made with sugar cane as something being marketable as a high value product is alien to the western mindset.
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