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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
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