World’s largest rum markets

7th March, 2014 by Amy Hopkins

Rum is is seeking to enhance its luxury credentials and appeal to sophisticated sippers the world-over – for now, here are the spirit’s largest markets.

World's-largest-rum-markets

These are the world’s largest rum markets, based on findings by Euromonitor

Often afflicted by the same irreverent “good time” party label as Tequila, rum has been endeavouring to convey a more grown-up image in recent years, and lose the coke.

For Alberto Fernandez, global brand director for Diageo-owned Zacapa rum: “As consumer knowledge of the category increases, so does the appetite for more top-end offerings.”

As is the case with many spirits categories, the effort to establish a mature representation is often coupled with a necessity to release mature expressions.

The industry has therefore recently seen a swell in the amount of older, more luxurious expressions launched, inevitably with a price point to match.

Last October, category colossus Bacardi hit the market with four sipping rums priced up to US$250, The Facundo Rum Collection.

As well as potential growth in value resulting from the trend of premiumisation, rum volumes have also been forecast to continue to soar.

According to data agency Euromonitor, global rum volumes will experience a solid 17% rise between 2011 and the end of 2009, to 1.7 billion litres – while every region is anticipated to contribute to this growth.

Based on Euromonitor’s findings of how many litres of rum were consumed in 2012, we count down five of the world’s largest rum markets.

The Spirits Business also recently compiled lists of the world’s largest markets for CognacTequila and mezcalvodka and gin.

One Response to “World’s largest rum markets”

  1. Behr Neighbors says:

    Hello,
    I’m trying to find a rum consumption number for Venezuela. Can you help me?
    Thanks,
    Behr

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