Global Market Review of Rum – Forecasts to 2015
just-drinks, March 2011, Pages: 98
Rum is widely viewed within the liquor industry as the next big thing. Rum is already big in terms of span of markets and volume; it has been less impressive in terms of its branded and premium development – at least compared with other categories such as whisk(e)y, brandy or vodka.
This is now changing due to the entry of the major multinationals. These multinationals are bringing much needed investment, brand-building expertise and distribution clout to the category.
Moreover, local producers are raising their standards in terms of packaging, liquid quality and marketing. Significantly, these local producers are now intent on building export sales to a greater extent. Combined, this is bringing a critical mass of products and investment in the key export markets.
This latest edition of the popular global market review of rum provides the latest consumption volume data, exclusive interviews with the leading brands, and analysis of key and emerging trends across the global industry.
Beginning with a market overview, the report's data includes global consumption from 1999 to 2015, top 20 countries, consumption by style and consumption by quality.
The second chapter looks at the major emerging trends driving the sector, starting with an overview of the industry structure, comparing the performance of the world's top 20 brands.
It then analyses the following trends and growth drivers:
- Premiumisation "huge opportunity in super-premium rum"
- Role of tourism and provenance "the popularity of Spanish tourism has really helped spur the growth of brands"
- Rum rides the cocktail wave "the number one cocktail call in most premium bars around the world is the mojito"
- Flavour explosion "Flavoured rum in the US has risen by a very impressive 7% CAGR between 2004 and 2009"
- Following in Scotch’s footsteps "younger consumers are adopting rum instead of Scotch"
- Absence of strict aging requirements "An age statement doesn’t mean the same thing from one brand to another"
Chapter 3 provides textual analysis of the data for each major market, covering top ten brands, sales by price segment and by style.
"The key battleground is, inevitably, the US. The largest rum market in the Americas, the US consumes more than four times the volume of the second-largest market, Cuba, in 2009."
Markets include:
- Australia
- Brazil
- Canada
- Chile
- China
- Colombia
- Cuba
- Czech Republic
- Denmark
- Dominican Republic
- France
- Germany
- Greece
- India
- Ireland
- Japan
- Mexico
- Netherlands
- New Zealand
- Philippines
- Poland
- Spain
- Sweden
- Thailand
- Travel retail
- United Kingdom
- United States
- Venezuela
Chapter 1: Market overview
Chapter 2: Scope of the market
- Segment analysis
- Industry structure
- Premiumisation
- Growth drivers
- Role of tourism and provenance
- Rum rides the cocktail wave
- Flavour explosion
- Following in Scotch’s footsteps
- Absence of strict aging requirements
Chapter 3: The markets
Rum in the Americas
- The United States
- Mexico
- Canada
- Venezuela
- Colombia
- Chile
- Brazil
- Cuba
- Dominican Republic
Europe
- Spain
- Germany
- France
- United Kingdom
- Ireland
- Netherlands
- Greece
- Denmark
- Sweden
- Czech Republic
- Poland
Asia
- India
- Philippines
- Australia
- New Zealand
- Japan
- Thailand
- China
Travel retail
Appendix 1
- Product definition
List of figures
Figure 1: Bacardi Superior
Figure 2: Captain Morgan
Figure 3: Cacique
Figure 4: Ron Zacapa
Figure 5: Havana Club
Figure 6: Brugal 1888
Figure 7: Mount Gay 1703 Figure 8: New Havana Club
Figure 9: Brugal Island
Figure 10: Miami Ron Zacapa activation
List of tables
Table 1: Global rum consumption, 1999-2015 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 2: Top twenty countries by rum consumption, 1999-2015 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 3: Global rum consumption by style, 1999-2015 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 4: Global top ten imported markets by rum consumption, 1999-2015 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 5: Global top twenty companies by rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 6: Global rum consumption by price segment, 1999-2015 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 7: Global top five 'premium and above' markets by rum consumption, 1999-2015 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 8: Rum consumption by region, 1999-2015 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 9: Top ten brands in United States rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 10: Sales by price segment in United States rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 11: Sales by style in United States rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 12: Top ten brands in Mexican rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 13: Sales by price segment in Mexican rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 14: Sales by style in Mexican rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 15: Top ten brands in Canadian rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 16: Sales by price segment in Canadian rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 17: Sales by style in Canadian rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 18: Top ten brands in Venezuelan rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 19: Sales by price segment in Venezuelan rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 20: Sales by style in Venezuelan rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 21: Top ten brands in Chilean rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 22: Sales by price segment in Chilean rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 23: Sales by style in Chilean rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 24: Top ten brands in Dominican rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 25: Sales by price segment in Dominican rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 26: Sales by style in Dominican rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 27: Top ten brands in Spanish rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 28: Sales by price segment in Spanish rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 29: Sales by style in Spanish rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 31: Top ten brands in German rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 32: Sales by price segment in German rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 32: Sales by price segment in German rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 33: Sales by style in German rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 34: Top ten brands in French rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 35: Sales by price segment in French rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 36: Sales by style in French rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 37: Top ten brands in UK rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 38: Sales by price segment in UK rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 39: Sales by style in UK rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 40: Top ten brands in Netherlands rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 41: Sales by price segment in Netherlands rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 42: Sales by style in Netherlands rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 43: Top ten brands in India rum consumption, 2004, 2008 & 2009 ('000s nine-litre cases)
Table 44: Top ten brands in Australian rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 45: Sales by price segment in Australian rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 47: Top ten brands in travel retail rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 48: Sales by price segment in travel retail rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
Table 49: Sales by style in travel retail rum consumption, 1999-2009 ('000s nine-litre cases) and 2009 value (US$'000s)
- Bacardi-Martini
- U. B. India
- Tanduay
- Diageo
- Mohan Meakin
- Pernod Ricard
- Edrington Group
- Radico Khaitan
- La Martiniquaise
- Lascelles Demercado
- Caldas
- Beam Global
- Medellin
- Barcelo
- Compania Licorera de Nicaragua
- Stock Spirit Group
- CL Financial
- Mitjans
- Khoday
- Sta Teresa (Venezuela)
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