RUM – Brand Champions 2012

18th July, 2012 by SB Staff Writer

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

SEE OTHER CATEGORIES
GIN
COGNAC / BRANDY
LIQUEURS
RUM
SCOTCH WHISKY
WORLD WHISKIES
SPECIALITIES
TEQUILA
VODKA

 

Leave a Reply

Follow Us