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%

Read More at https://www.thespiritsbusiness.com/brand-champions/