Rum has
had its ups and downs in the past year.
Some of the top ten selling rums have declined and some have grown very
impressively. Rum is going through a
strong premiumization, bringing new sales to the category, but the cocktail it
is making new ground as well.
1.
Tanduay: It has retained its position on top of the
pile with a 3.1% growth, passing the 20,000,000 case sales mark.
2.
Bacardi: Has
had a 2% growth with a 17,100,000 case sales
3.
Captain Morgan: 11,700,000 case sales up 0.2%
4.
McDowell’s No.1 Rum: 11,700,000 cases with a drop of
8.7%
5.
Havana Club: 4, 600,000 cases with a 3.8% gain
6. Barceló:
2,200,000 cases with a 0% net again
7. Božkov: 1,700,000 cases an impressive 49.3% growth
8. Ron
Medellin: 1,600,000 cases and a 1.1%
loss for the year
9.
Contessa Rum:
1,600,000 cases sold and a 11.5% loss for the year
10. Appleton Estate: 1,100,000 cases sold and a loss of 9.8% loss
for the year
All in
all, worldwide, rum has done fairly well n the past year. The top rums have had a growth and a new
entry to the top ten. The
premiumization of the category has dropped the total sales a bit, but the
perceived value is helping rum’s image, which will be felt as the years move
ahead.
