BROWN SPIRITS: RUM REPORT
“Puerto Rico holds a special place for Bacardí. As home to the Bacardí rum distillery, we are committed to helping drive tourism to the island.”
Geoff Biggs, Regional Director Americas, Bacardí Global Travel Retail
Right: Bayou Mardi Gras 750ml.
Below: Wild Tiger Rum is selling merchandise to support its 'Roar Trip' that raises funds for tiger conservation.
marked success in marketing its provenance, cask origin and ageing in a clear and logical way that maximises sell-through – take World Duty Free’s World of Whiskies or Le Clos at Dubai International for example. Attempts to more clearly define
rum, through the ‘Gargano Classification’ for instance, have been introduced. However, opinions on how to
classify vary widely. While the richness of rum’s terroir – its territory, production variety and the origin of its sugar cane juice/ molasses – can act as important USPs, its complexity can also lead to confusion. “What we rum producers believe
is that the real beauty of it is the diversity and versatility, but this is the same issue that clutters the minds of consumers,” explains Menon. “Rum is produced in 96 countries across six continents, unlike whisky or cognac which is only produced in a handful countries. This makes whisky, gin and cognac easier to
understand. “There are various styles of
rum and each region has its own charming way it’s done historically, and that’s where the challenge is.” Enhanced consumer signposting
and explanation instore akin to the aforementioned whisky is one area where rum can benefit. “Whisky it is starting to be quite
transparent – I don’t really see the same thing happening with rum,” admits Claire Keene, Global Travel Retail Manager, Atom Brands. The company, which plays in 67
markets globally, is seeking to lend more of that transparency to rum by disrupting it with novel, craft brands. Ableforth’s
Rumbullion
is currently listed with DFS (Singapore Changi Airport), and further listings are set to go live with Heinemann (Sydney), Dubai Duty Free and Lagardère Travel Retail/ CDF (Hong Kong). The brand, which features
a hand twinned and hand waxed bottling, is being positioned to strike a chord with consumers seeking a visual and tactile point of difference, says Keene. She observes that
spiced and flavoured rums entering travel retail are seeking to differentiate via packaging and storytelling, “all of which are starting to tilt their hat to craft, punching the price up, but giving consumers real in-depth knowledge of where the liquid has come from”.
According to Stoli Group’s Garcia, consumers are becoming more interested in age and the provenance of Bayou rum, with growth potential for Bayou Rum Single Barrel and Bayou XO Mardi Gras, the latter paying homage to the popular holiday.
Cruise demand booming One duty free channel where rum is showing continued momentum is cruise lines and this is certainly the case for Rémy Cointreau’s Mount Gay Rum. “Cruises are the number one
channel for us in travel retail Americas and where we’re focusing all out efforts,” confirms Emilie Kornowicz, Senior Marketing Manager, Rémy Cointreau Global Travel Retail Americas. Mount Gay features prominently
onboard
Carnival Cruise Line as well as onboard Norwegian Cruise Line and Royal Caribbean Cruise Line. One novelty is a paid activity where guests learn
the techniques of master blending and can take their own bottle away. Bacardí Global Travel retail is another upping its investment in the channel.
Customers to Puerto Rico’s San
Juan Cruise Port can now enjoy cocktail making and sampling through a dedicated Bacardí rum experience within the SMT Duty Free Flagship Pier 4 store. Supporting this is an enhanced
area housing Bacardí rums and branded merchandise such as hats, t-shirts and cocktail-inspired memorabilia. Geoff Biggs, Regional Director
Americas, Bacardí GTR, explains: “Puerto Rico holds a special place for Bacardí. As home to the Bacardí rum distillery, we are committed to helping drive tourism to the island, which continues its long- term recovery after a devastating hurricane season in 2017.” Rum’s vivid heritages need to shine
Ron Botran Cobre and Ron Colonial rums from Chase International, 130 TRBUSINESS
through more brightly via sustained channel investment to stake its claim in a competitive travel retail spirits market. «
MAY 2019
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