Thursday, July 12, 2018
Meanwhile, data published in our Brand Champions 2018 report showed a mixed performance for brands across the rum category in 2017. There was some jostling for the top spot, while several international brands, such as Captain Morgan and Havana Club, witnessed soaring sales. The impact of demonetization and a highway ban on alcohol in India continued to affect the performance of local brands in 2017.
Following our recently published Brand Champions 2018 report, our pick of those brands selling more than one-million cases annually – we run through the world’s best-selling rum brands on the market today. Data is listed to one decimal place for ease of reading, but the percentage changes are based on the full data supplied to The Brand Champions 2018. As there is no globally recognized definition of rum, brands featured on this list are all marketed as rums.
Philippine brand Tanduay has overtaken Bacardi to become the world’s best-selling rum brand after reporting 17.5% growth last year. The brand was almost neck and neck with its rival Bacardi in 2017, but managed to experience an astounding increase to claim the top spot for the first time. The brand is getting ever closer to the 20m case mark it once held in 2012. Tanduay is the best-selling rum in Asia and is now available in the US.