News

Rum poised for global turnaround - research

Most popular

Should Campari Group be renamed Aperol Group?

Why water has become more important than wine

just-drinks speaks to A-B InBev CEO Carlos Brito

just-drinks' M&A database - Oct 18

MORE

Global rum sales have disappointed in recent years, but the category could be set for a much-needed resurgence over the next five years, according to the Global Rum Insights 2018 report from just-drinks and The IWSR.

The latest joint-report from just-drinks and The IWSR, looking at the rum category, is now available

The latest joint-report from just-drinks and The IWSR, looking at the rum category, is now available

Blaming rum's poor recent performance on declines in the vital US market, the maturity of category leader Bacardi and its lack of premiumisation, the report notes that, following a peak in 2013, rum sales (excluding low-priced products) have consistently declined ever since. The immediate prospects, however, look much brighter, the report notes, despite predictions of continued declines in the US.

Between 2016 and 2021, all of rum's other top 15 markets, barring Venezuela and Italy, are expected to expand.

"Among the leading markets, France is likely to be the big mover, overtaking both Canada and the UK to become the world's second-largest market (excluding low-priced) by 2021," the report says.

And, while rum has come late to the premiumisation party, it is beginning to move, with premium-plus sales growing by almost 2.2m cases between 2011 and 2016.

This shift towards higher-price echelons is being helped by increasing consumer curiosity about the category's geographical and flavour diversity, as well as brands tapping into rum's helpful associations of provenance, history and lifestyle with an array of new products, especially within spiced, flavoured and sipping rum.

Click here for full details on Global rum insights - market forecasts, product innovation and consumer trends


Sectors: Spirits

Related Content

Can rum walk the line between fun and serious? - Research in Focus

Can rum walk the line between fun and serious? - Research in Focus...

Rum sector braced for falling volumes in years ahead - research

Rum sector braced for falling volumes in years ahead - research...

Rum volumes set to fall over next five years - research

Rum volumes set to fall over next five years - research...

How is the future shaping up for Cognac and Brandy? - Research in Focus

How is the future shaping up for Cognac and Brandy? - Research in Focus...

Oops! This article is copy protected.

Why can’t I copy the text on this page?

The ability to copy articles is specially reserved for people who are part of a group membership.

How do I become a group member?

To find out how you and your team can copy and share articles and save money as part of a group membership call Sean Clinton on
+44 (0)1527 573 736 or complete this form..



Forgot your password?