In 2019, the total value of the UK rum market hit £1bn for the first time.
Original, crafted, Spiced and flavoured rums (sound familiar? ) have been the driving force behind this growth.
Believe us, we have the numbers to prove it.
The flavoured and Spiced Rum market in the UK has grown by 80% in the last five years.
Craft spirits have previously been associated with gin but the value of the UK rum market has grown twice as fast as that of gin in recent years. Market analysts GlobalData say this “clearly demonstrates how rum is capitalising on the slowing gin market after years of growth”.
It's not just the recent past - we believe rum is also the future. Under-35s make up 54% of UK rum consumers.
Rum’s potential for diversity is greater than that of other spirits in terms of colour, aroma and taste, which contributes to its increasing popularity.
Market demand for new cocktails and different drinking experiences has previously helped fuel the gin boom. Rum - with its versatility and increasing popularity - is the best-placed spirit to capitalise on that demand. It’s already contained in one third of all cocktails sold.
We think these facts translate to exciting opportunities for consumers and for our spirit!
Don’t you?