Rum Brand Champions 2013

8th July, 2013 by SB Staff Writer

RUM BRAND CHAMPION: CAPTAIN MORGAN

captainmorganspicedgoldLast year was a momentous one for Diageo’s Captain Morgan rum, which became the sixth international spirit to sell over 10 million cases. Still some way behind category leader Bacardi, which managed a 1% volume increase in 2012, Captain Morgan achieved a giant 9% growth to hit the milestone.

Driven largely by sales in the US, where it is the third largest spirit brand, and its second biggest market Canada, where it sells over one million cases, the Captain is also enjoying success in Germany and the UK, as well as emerging markets like Eastern Europe and Latin America. The brand is led by Captain Morgan Spiced, flanked by the Original, Silver and Black Spiced variants.

RUM – INTERNATIONAL BRANDS
BRAND OWNER 2008 2009 2010 2011 2012 % +/-
Bacardi Bacardi 19.6 18.6 19.3 19.6 19.8 1%
Captain Morgan Diageo 8.5 8.8 9 9.2 10 9%
Brugal Edrington 4.4 4 4.2 4 3.9 -3%
Havana Club Pernod Ricard 3.4 3.3 3.8 3.8 3.8 0%
Appleton Wray & Nephew 1.1 1.2 1.2 1.2 1.2 0%

 

RUM – REGIONAL BRANDS
BRAND OWNER 2008 2009 2010 2011 2012 % +/-
Tanduay Tanduay 16.3 16.9 18.4 18.7 19.6 5%
McDowell’s No.1 Celebration United Spirits 9.7 11.2 13.9 15.6 17.8 14%
Contessa Radico Khaitan 2.6 2.3 2.4 2.4 2.4 0%
Cacique Diageo 1.7 1.8 1.7 1.7 2.1 24%
Madira Tilaknagar  –  – 1.2 1.4 2 43%
Montilla Pernod Ricard 2.7 1.9 1.8 1.7 1.7 0%
Old Cask United Spirits 1.7 2.2 2.1 2.2 1.4 -36%

 

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

 

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