Global market review of international rum - forecasts to 2012

Global market review of international rum - forecasts to 2012

Published: January 2009
Publisher: / IWSR
Product ref: 79265
Pages: 96
Format: PDF
Delivery: Immediate download

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Rum is widely tipped as the next hot international category. Rum is undoubtedly substantial in terms of volume and breadth of markets, but has tended to lag behind other categories, such as Scotch, in terms of its international and premium development. For a long time Bacardi was the only true international brand.

This is largely attributable to the industry structure. For many years rum was little more than a cottage industry dominated by Caribbean, Central or South American producers. Most were content to supply the local market and few had the ambition or resources to expand internationally.

This is now changing due to the entry of the major spirits multinationals into the rum category. They are providing the much-needed investment, distribution and brand-building skills. With improved production methods, presentation and innovation, the qualitative gap between rum and other prestige categories, such as Scotch and Cognac, has closed. Certainly it has helped raise rum’s image in consumers’ eyes. Rum is now shedding its commodity image and being recognised for the high-quality product that it has the potential to be.

Havana Club managing director, Marc Beuve-Méry says: “If you look at the past ten years the growth of rum as a category was 50% above the market average for spirits, according to [The IWSR’s] numbers. Rum’s growth over that period was 3.8% and the global spirits market being 2.5%. So rum’s growth is roughly 50% above spirits’ average. That’s impressive. And there has been an acceleration between 2005 and 2007; that’s even better.”

This is the second edition of just-drinks' popular global market review of international rum. Now jointly published with The IWSR, this edition provides a much broader and deeper set of consumption volume and value data and company/brand market shares.

Chapter 1 Market overview
This chapter lays out the key drivers and scope of the market. It reviews the sector's structure, comments on premiumisation, with extensive interview quotes from all of the major brands. Growth drivers discussed include: tourism and provenance, cocktail popularity (such as the mojito), flavours, changing consumer demographics and the sector's inventory issues.

Bacardi senior global brand director John Philips says: “The outlook for premium international spirits is outstanding and for rum it is even better. The global rum category is attractive and growing and well-positioned for future premiumisation. It is growing at double-digit rates in value terms. Premium/super-premium products and segments are emerging and we expect this trend to continue as it has for many years across spirits.”

Chapter 2 The Americas
The US rum market has been one of the star performers in the US drinks market. In 2007, it rose 5.5% to 22.7m nine-litre cases. 89.8% of the market is sourced from locally produced rums, including rums from Puerto Rico and the US Virgin Islands. This sector, at over 20.4m cases, rose 4.8%, but the imported sector showed much faster growth, soaring a further 12.1% in 2007 to just under 2.3m cases.

This chapter provides analysis of this key region by major market (United States, Canada, Mexico, Central America and the Caribbean) and includes volume and value data for the brands and owners in the US, Canada and Mexico.

Chapter 3 Europe provides analysis of this key region by major market (Spain, Italy, Germany, UK, France, Greece and Russia) and includes volume and value data for the brands and owners in each of these markets.

Chapter 4 Other markets provides the same analysis as previous chapters, but for the remaining key markets, including: Australia, South Africa, travel retail, India, and other Asian markets

Chapter 5 Company profiles
This chapter analyses where the major multinational players are at present. Providing exclusive commentary from the companies, the chapter reviews key finanicial highlights, new product development, M&A and company/brand strategy. Companies featured include: Diageo, Pernod Ricard, Edrington/Brugal, Rémy Cointreau, CL Financial – Wray & Nephew and Angostura, and Bacardi.

Upgrade to a multi-user licence version of this report and receive a complimentary excel file containing all data tables included in the report, allowing you to share data more efficiently with colleagues.

Read more about this report with just-drinks' research article here

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