Bahama Bob's Rumstyles

Friday, June 15, 2018

Rum Sales Leader Board Changes Again


     Philippine brand Tanduay has overtaken Bacardi to become the world’s best-selling rum brand after reporting 17.5% growth last year.  The Asian rum’s sales hit 19.5 million cases in 2017, while Bacardi’s fell 2.7% to 16.8 million cases, according to Brand Champions data published by The Spirits Business magazine.  In 2016, Bacardi lead the world in sales with 2 million cases, while Tanduay was in second place with 16.6 million cases.  In recent years, Bacardi has shifted its focus to more premium positioning, in April this year.


     The Brand Champions report analyses the case sales of the world’s best-selling spirits, awarding the ‘Brand Champion’ title to high-performing products within each category. Data published in the report shows a mixed performance for brands across the rum category in 2017.  According to figures from market researcher provider Euromonitor, total rum sales increased 0.7% in 2017 to 144m cases.


Rum
 (Figures in million 9 liter case sales)

BRAND
OWNER
2013
2014
2015
2016
2017
%+/­
Tanduay
Tanduay Distillers
14.0
17.0
16.5
16.6
19.5
17.5%
Bacardí
Bacardi
19.1
18.2
17.4
17.2
16.8
-2.7%
McDowell’s No.1 Rum
United Spirits
16.2
16.6
16.2
14.9
12.5
-16.1%
Captain Morgan
Diageo
10.3
10.4
10.3
10.7
11.7
9.3%
Havana Club
Pernod Ricard
3.9
4.0
4.0
4.2
4.4
4.8%
Barceló
Ron Barceló
2.1
2.2
2.0
2.1
2.2
6.3%
Contessa
Radico Khaitan
2.6
2.7
2.7
2.0
1.8
-10.1%
Ron Medellin
Fabrica de Alcoholes y Licores de Antioquia
1.0
1.0
1.0
1.4
1.6
15.7%
Old Port Rum
Amrut Distillers
1.5
1.8
1.9
1.7
1.3
-22.3%
Appleton Estate
Gruppo Campari
1.2
1.2
1.3
1.2
1.2
0.0%
Božkov
Stock Spirits Group
0.9
0.9
1.2
1.1
1.1
3.5%
Sailor Jerry Spiced Rum
William Grant & Sons
0.9
1.0
1.0
1.0
1.0
-2.0%
Cacique
Diageo
2.2
1.2
1.1
1.0
1.0
0.0%
Negrita
La Martiniquaise-­Bardinet
1.0
1.0
1.0
1.0
1.0
-2.0%