Global rum insights - market forecasts, product innovation and consumer trends

Global rum insights - market forecasts, product innovation and consumer trends

Published: March 2018
Publisher: just-drinks / IWSR Insights
Product ref: 292392
Pages: 125
Format: PDF
Delivery: Immediate download

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Rum's fickle fashion

Rum’s recent performance is further evidence of how spirits categories can swing in and out of fashion. A decade ago, rum was regarded as a hot
category. Spiced rum was in the ascendency in the US, and in Spain dark rum was booming.

Into reverse: The global rum category added some 32.3m nine-litre cases between 2006 and 2011 to hit a high-water mark of 150m cases (including low-priced and value segments). Then the category went into reverse, losing around 10.1m cases between 2012 and 2016.

Victim of its success: In a sense, Bacardi is a victim of its past success. It was one of the first international white spirits brands, but many Millennials see it as their father’s drink.

Difficult task: It is very difficult for any brand to overcome generational cycles. Bacardi also remains moored to its standard positioning and to a great extent missed out on the premiumisation opportunity.

Brighter prospects: But the prospects are brighter for the higher value segments of the rum category, with the IWSR predicting a positive CAGR of 1.3% to 2021, reaching 57.8m cases in the process.

Strategy take-away: While the future looks bright for higher-priced rums, there are clear signs that the volume opportunity rests more with flavoured – or, more accurately, spiced – products, rather than the traditional segment of white rum.

This edition contains latest 2016 full-year data

Alongside the latest data, we've also given the design a face-lift, providing an even clearer and visually better-to-read format. As ever, these reports look like no other traditional market research report, being designed for ease-of-use. Here are a couple of page shots from the new design. Download the sample to view more.

Senior industry executives contributed to the research and provided some interesting views on the state of the sector:

Ned Duggan, VP and brand MD, Bacardi: “Rum as a whole and Bacardi as part of that have been on a down cycle for seven to 10 years. What we have seen over the last 18 months is what we are calling a stabilisation. We think we are starting to see the beginning of a turnaround.

Nick Blacknell, marketing director, Havana Club: “There is still a huge division between lifestyle and discernment marketing. Rum needs to combine both. That is the challenge for the industry.”

This report has been jointly published between just-drinks and The IWSR

What's inside this market research report:

This all-new report aims to deliver the most vital rum data, insights, forecasts and strategic drivers in an easy-to-use package.

Our experienced drinks industry specialists have summarised the global market conditions for the rum category, regions and markets.

The very latest market forecast data and brand market shares are provided, offering an instant view on the most important and interesting markets for the coming five years.

The report provides a short-form, visual view of future rum markets' growth hotspots, consumer drivers, product trends, plus a review of recent brands' and owners' rankings across the world.

Each key market is covered with much of our analysts' deeper insight being exclusive to this report.

Why this market research report is essential:

We’ve taken a fresh look at how to deliver wine and spirits category insight. This market review series is focused on providing actionable insights backed up by strategic-level data.

Discover the essentials for your business, and what will drive profit and growth. Grab the facts and use them - instantly.

Use this report to gain an instant view on the category with its:

  • Strategic drivers of leading markets, consumers and product innovation
  • Future category growth hotspots - visualised
  • Largest and fastest growing markets, brands and owners ranked by volume and value
  • Interviews from leading brand owners

The following analysis and data is included:

Analysis:

The analysis is unique to these reports and cannot be found in other just-drinks or IWSR products.

Beginning with global insights, we provide:

  • A round-up of rum market conditions, including 'key views'; our analysts' views of the short-term future and likely strategies brand owners might adopt
  • Visual "heatmaps" for the category's future growth hotspots around the world
  • The important consumer trends and insights for the category, including our analysts' key views
  • Latest product strategies, packaging and flavours, plus what's shaping trends around NPD. Once again, backed up with our analysts' key views
  • Recent brands' and owner market shares, rankings, performance and activity
  • All supported by exclusive quotes from major brand owners

The second half of the report covers the recent performance of the category, across world regions and their major markets. The analysis is category-specific and exclusive to this report.

Our unique analysis tool: 'key views'

  • Review: we summarise the global market situation, product innovation and consumer drivers
  • Insight: we highlight salient points gained from our drinks analysts' many years of industry experience
  • Future: in as few words as possible, we outline the short-term outlook across markets, product innovation and consumer drivers
  • Strategy: we aim to convey what this insight means for you and summarise recommended future strategy

Data:

World view dashboard containing:

  • 2012-2016 CAGRs for each region's volume
  • Top three brand owners' volume market shares per region
  • Fastest growing brand per region
  • Regions: Asia Pacific, Americas, Europe, Africa & Middle East, CIS, Travel retail

2017 to 2021 forecast ranking tables for the top 20 rum markets and the top 20 largest growing markets, over the period.

Ranking table showing top 20 brands' (and their owners) 2012 to 2016 volumes, plus CAGRs and % share.

The same, but for retail value instead of volume, to show comparison of volume against value.

Then, for each of the major countries:

  • Top brands' volumes and total country volumes for rum, '12-'16, plus 2012 and 2016 shares
  • Top companies' retail values and total country values, '12-'16, plus '12 and '16 shares
  • 2012 and 2016 share by quality for each of these countries

This report will help you and your company by:

  • Delivering only the most important global strategic business information
  • Providing short-from, punchy insights aimed at specific teams
  • Gaining insider quotes directly from competitor brand producers
  • Benchmarking strategic plans using our drinks industry specialist insight
  • Instantly recognising future category growth using our visual summaries
  • Quickly ranking the most critical global markets, brands and owners

Essential insight - in one quick-to-use package

Choose your licence:

individual-user licence

multi-user licence

Digital Download $1500.00

Don't worry. No payment is taken yet

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Related research categories

By sector: Trends, Rum (in Spirits), Consumer (in Trends)

By market: Global


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