RUM – Brand Champions 2012
2012 RUM BRAND CHAMPION: APPLETON ESTATE
The global rum category has seen increased interest in premium, super-premium and luxury brands in the past couple of years, a trend Wray & Nephew has witnessed with Appleton Estate.
The Jamaican brand bounced back from a marginal decline in volume of -3% in 2010 to growth of 4%, driven by “fairly rapid” growth of its premium products such as Appleton Estate V/X in countries that have been hit by the economic downturn.
Appleton Estate’s percentage growth outshone that of its three biggest global rivals: Havana Club, Captain Morgan and Bacardi, all of which saw volume increases of 2%.
But while the latter two have sustained relatively stable volume figures over the past few years, Havana Club’s growth has slowed from 15% in 2010.
While Bacardi’s reach across the world is nigh-on untouchable by any other rum product, United Spirits’ regional rum brand Celebration, which achieved a tremendous growth rate of 13% in 2011, is fast catching up with 15.6m cases sold.
Global Brands
| BRAND | OWNER | 2006 | 2007 | 2008 | 2009 | 2010 | 2011 | CH |
|---|---|---|---|---|---|---|---|---|
| BACARDI | BACARDI | 20.0 | 19.9 | 19.6 | 18.6 | 19.3 | 19.6 | +2% |
| CAPTAIN MORGAN | DIAGEO | 7.3 | 7.8 | 8.5 | 8.8 | 9.0 | 9.2 | +2% |
| HAVANA CLUB | PERNOD RICARD | 2.6 | 3.0 | 3.4 | 3.3 | 3.8 | 3.8 | +2% |
| APPLETON | WRAY & NEPHEW | 1.1 | 1.1 | 1.1 | 1.2 | 1.2 | 1.2 | +4% |
Source: ICD Research/The Spirits Business/m cases
Regional / Domestic Brands
| BRAND | OWNER | 2006 | 2007 | 2008 | 2009 | 2010 | 2011 | CH |
|---|---|---|---|---|---|---|---|---|
| MCDOWELL’S NO 1 CELEBRATION | UNITED SPIRITS | 6.2 | 7.6 | 9.7 | 11.2 | 13.9 | 15.6 | +13% |
| MONTILLA | PERNOD RICARD | 2.7 | 2.7 | 2.7 | 2.0 | 1.8 | 1.8 | -3% |
| CONTESSA | RADICO KHAITAN | 2.1 | 2.2 | 2.6 | 2.3 | 2.4 | 2.4 | 0% |
| OLD CASK | UNITED SPIRITS | 1.5 | 1.3 | 1.7 | 2.2 | 2.1 | 2.2 | +2% |
| CACIQUE | DIAGEO | 1.8 | 1.7 | 1.7 | 1.8 | 1.7 | 1.7 | 0% |
| BAGPIPER | UNITED SPIRITS | N/A | N/A | N/A | 1.0 | 1.5 | 1.5 | 0% |
| MADIRA | TILAKNAGAR INDUSTRIES | N/A | N/A | N/A | N/A | 1.2 | 1.4 | 12% |
| OLDE ADVENTURER | UNITED SPIRITS | 1.2 | 1.1 | 1.2 | 1.2 | 1.1 | 1.0 | -4% |
| CASTILLO | BACARDI | 1.4 | 1.3 | 1.2 | 1.1 | 1.1 | 1.0 | -9% |
Source: ICD Research/The Spirits Business/m cases
