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According to the report, India Rum Market Outlook, 2027-28 states that rum demand in India is steadily increasing at a CAGR of 2.00% over the forecast period. The south and west India together contribute to over 55% of the India's consumption of rum, and mainly dark rum. Due to the cocktail culture growing in India and increasing consumption by women, white rum is gaining popularity among young Indians.
Rum sales in India have historically been driven by the Canteen Stores Department or army canteens and consumers in southern and eastern India, mostly dominated by mass brands. Also, for older consumers, the category is seeing a slow ebb in whisky. The majority of Indian rums are produced in West Bengal, Goa, and Kerala.There are also some distilleries located in Maharashtra, Uttar Pradesh, Karnataka, and Tamil Nadu. Some of the famous rums in the Indian market are Bacardi, Havana Club Rum, Paul John Rum, Royal Stag, McDowell's No.1 Rum, Appleton Rum, Captain Morgan Rum, Old Monk Rum, Old Port, Contessa, Hercules Rum.
The premium rum segment in India is still in its nascent phase. Craft rums like Two Indies, Maka Zai, and Segredo Aldeia are taking to the shelves, bringing in new taste profiles at a four-figure price, hoping consumers will accept quality with a premium taste and flavour. Premium rum varities are gaining popularity due to their authenticity, flavour, and brand name, in addition to the rise in per capita income. This encourages suppliers to introduce various types of premium rum to meet growing consumer demand.
Rum connoisseurs most certainly believe that rum, with its rich and smooth texture, sweet flavour and unique taste, is the best alcoholic beverage of the biting cold winter season. Each rum brand has its own unique flavour based on how the rum is made and how long they age it. That differentiates rum by its colour and flavorful taste. Rum is also perfect for cocktails on the beach, served in a coconut.
The main difference between rum and whiskey would be their sources. Rum derives from sugar cane, while whiskey is made from fermented grains. Rum and whiskey are very much alike, as these two spirits belong to the most popular alcoholic beverages worldwide. The alcohol content for the two also differs, where whiskey can have up to 60% while rum is at 40% only. Rum is cheaper than whiskey because of the lower cost of producing it. Sugarcane byproducts are more affordable compared to other drinks. Also, whisky and other alcoholic products require more careful distillation, whereas dark rum does not. Production of whisky is more complex, such as bourbon, mash bill, or even rye whiskey, which requires more than a single distillation.
Companies mentioned: Diego India (United Spirits Limited), Bacardi India Private Limited, Mohn Meakin Limited, Radico Khaitan Limited, Tilaknagar Industries Limited, Allied Blenders and Distillers Private Limited, Jagatjit Industries Limited, Pernod Ricard India (P) Ltd., John Distilleries
Considered in the Report:
- Geography: India
- Base Year: 2021-22
- Estimated Year: 2022-23
- Forecast Year: 2027-28
India by Region
- South India
- West India
- North India
- East India
By Segments covered in the report
- Mass
- Premium
By Product type covered in the report
- Dark Rum
- White Rum
- Other Rum
By Demographic covered in the report
- Rural
- Urban
By Distribution Channel covered in the report
- Retail Channel
- Institutional Channel
- CSD (Canteen Stores Department)
The Approach of the Report:
The publisher performed primary as well as secondary research for this study. Initially, a list of manufacturers and suppliers operating in the Sun Care Market of India were sourced through secondary sources. With the identified companies and consumers, primary research was carried out which included conducting online surveys, competitor analysis and exhaustive personal interviews - both face to face as well as telephonic basis, to extract maximum information from participants like industry executives/ distributors or consumers. Primary research gave us an idea of company revenues, export, pricing, geographical presence, channel partner model, USP etc. and also helped us to identify various small players who otherwise have less presence on the web.The publisher seeks secondary data from third-party sources such as published articles, company websites, magazine articles, associations, trade journals, annual reports, government official websites and other paid database sources. In addition, data is also mined from a host of reports in our repository, as well as a number of paid databases of Indian government. Using both primary and secondary information, the publisher calculated the market size through a bottom-up approach, where manufacturers’ value sales data for different types of sun care products were recorded and subsequently forecasted for the future years.
Intended Audience:
This report can be useful to Industry consultants, manufacturers, suppliers, associations & organizations related to alcohol beverages industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.Table of Contents
Executive Summary
The fading rum market expects some stability with growing popularity of white Rums
The consumption of rum in India is on decline from past few years. The major reason for the decline is not much evolution in India rum market as observed in India whisky market. While growing popularity of white beer and cocktails would a little stabilize the market.
According to the report, the Indian rum market size by volume saw a decline by negative CAGR of around 1% from 2011-12 to 2016-17. The declining consumption is result of less evolution of rum market. The market still lacks variants and the consumer are demanding some thing more, better or different now. The growth of different alcoholic beverages has led to switching of Indian rum consumers to other drinks.
Rum is further segmented as Dark rum, White rums, and others. where the white rum is an old segment and accounts for highest market share in the rum market and is observing high decline in consumption too. Where as White rum is an emerging category and may grow high soon. While the other rums are also gaming popularity. The firms in Indian Rum market are focusing on premiumization and are introducing new brands in their premium segment. The only way for them to survive is to convert their consumer from regular brands to premium brands despite losing some consumers, as premium brands provide better profit margins compared to regular segment brands. The foreign players like Bacardi have only focused on the premium segment by not launching any regular segment brands. Where the market leader Diageo India launched Captain Morgan Original Rum which is apremium variant of the Captain Morgan Spiced Rum sold by them.Premiumization is still take long time, as Indian rum segment has traditionally been a price-sensitive category and the more premium rum gets in terms of pricing the price may come close to other Alcoholic beverages which may reduce the sales. The emerging category of Indian rum market is of white rum. White rumsgenerally have very little flavour aside from a general sweetness. White rums are filtered after aging to remove any colour. The Indian white rum market is observed to be growing with increasing cocktail culture. White rum is growing as a popular ingredient in many of the popular cocktails. With increasing bar and pub culture in India the consumption and popularity of cocktails are rising which would boost the sales of white rum in India and may help to reduce the rate of decreasing rum consumption and hence provide some stability.
Companies Mentioned (Partial List)
A selection of companies mentioned in this report includes, but is not limited to:
- United Spirit Limited
- Radico khaitan Limited
- Allied Blenders and Distillers Private Limited
- Tilaknagar Industries Limited
- Bacardi India Private Limited
