BROWN SPIRITS REPORT: RUM OVERVIEW Dark and golden rum’s premium niche
The travel retail dark and golden rum segment sits within the estimated 1.6m nine-litre equivalent case rum market as a whole, according to the International Wine & Spirits Report (IWSR), with this category declining by -2.3% in what was a difficult year for the entire travel retail spirits market. Doug Newhouse reports.
A
ccording to IWSR’s special 2016 duty free and travel retail review, rum didn’t
exactly have the easiest of times in 2015, although some duty free and travel retail operators have reported an improvement in both spending and trading conditions for the duty free liquor sector as a whole in 2016. To put this ‘niche market’ in
context, IWSR includes both white and dark rum in the same category, so the real volume on the dark and golden side is almost certainly much less than half the total 1.6m case estimate for the total white and dark rum category – particularly considering that the dominant Bacardi brand alone generated an estimated 606,800 (9L) cases of mostly white rum sales in 2015-2016. In order of their IWSR ranking
the other eight main ranked rum brands within the 2015-2016 ranking were as follows: Captain Morgan +1.3% to 300,400 cases; Havana Club +1.1% to 136,800 cases; Cruzan -5.1% to 100,200; Appleton +32.1% to 72,700; Zacapa +4.7% to 54,100; Brugal +4.8% to 51,200; Mount Gay -4.3% to 43,600; Bundaberg +10.9% to 33,200.
White rum still dominates Of course, nearly all of these brands offer both white and dark rum varieties within their aforementioned
rest of the global TR rum market (white and dark) was worth no more than 201,000 cases for all other brand rankings within the period under review. While IWSR’s rankings are
portfolios,
which are included in these sales totals, so it is difficult to precisely separate line extensions (premium and/or varietal rum lines) from the frontline brand volumes. What is clear is that the brand
rankings relating to dark and golden rums mostly include more than one line. Based on the aforementioned
aggregated case sales of the nine brands ranked within the top 100 ranking totalling 1,399,000 cases, this would indicate that the
MAY 2017
acknowledged to be amongst the most accurate available, the depth of research involved in collating all of the brand material for multiple drinks categories inevitably takes time, so it should also be borne in mind that these numbers are a year old. Even so, what is particularly
interesting amongst the top nine brands is the incidence of positive sales reported in the rum category over this period which was particularly difficult, especially considering IWSR’s key finding that nearly all other travel retail drinks categories were estimated to be in
decline in 2015-2016. However, since most ‘rum sales’
are reported on an ‘umbrella brand basis’ covering white, dark and golden varieties all together, it is difficult to extrapolate the exact volume attributable to the non- white varieties, although TRBusiness believes it is less than 350,000 to 400,000 cases – if not smaller. What is particularly encouraging
“
...anything that the rum category does is going to be driven by Bacardi, so hopefully the company will benefit as those things come through.”
Mike Birch, Global Travel Retail, Bacardi
TRBUSINESS 167
Above: Ron Zacapa from Diageo and Bacardi rum together at Rome Fiumicino Airport.
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