The Greece market accounts for nearly 1% of the Western European rum market size. The market registered a compound annual growth rate (CAGR) of -8.4% during 2017-22 and -7.31% decline over 2021. According to GlobalData’s deep-dive analysis report, Greece rum market databook, light rum accounted for a notable share of 64% among various rum segments in the market in 2022, followed by dark rum. The report also provides in-depth analysis and market forecast to 2027. Buy the report here.

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According to GlobalData’s company and brand analysis, Pernod Ricard Group, Bacardi and Diageo held significant shares in the Greece rum market in 2022. Concurrently, Havana Club, Bacardi and Captain Morgan led in terms of brand market share. Pernod Ricard Group had the leading market share by volume in 2022. Companies operating in the Greece rum market continue to use innovation to target gaps in product offering. Continuous tracking of market size and company performance is important to help competitors capture and maximize profits.

GlobalData’s channel analysis reveals that on trade were the key channel of purchase for rum, along with food & drinks specialists. Also, hypermarkets & supermarkets recorded a notable growth during the COVID-19 pandemic, as consumers were forced to stay at home due to restricted movement opportunities.

On trade constituted the highest market share by volume in 2022. Consumers preferred this channel for its product assortment and competitive pricing. Food & drinks specialists was the next preferred channel in the Greece market.

Among the top Western European markets, Spain accounted for the highest volume share in 2022, followed by France, the UK, Austria, Germany, Republic of Ireland, the Netherlands, Switzerland, Norway, Denmark, Greece, Belgium, Italy, and Portugal.

With a growing number of consumers seeking to experiment with novel products, manufacturers and brands need to constantly innovate their flavours and formulations to remain relevant and competitive. Additionally, the popularity of e-commerce has made it easier for shoppers to compare product features and offerings across different brands.

To further understand and explore GlobalData’s insight into the rum category and market forecast to 2027, buy the report here.

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