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/
