Rum Brand Champions 2014

18th June, 2014 by admin

RUM BRAND CHAMPION 2014: NEGRITA

Negrita is the newest member of the Rum Brand Champions

Negrita is the newest member of the Rum Brand Champions

Please welcome the newest member to the Rum Brand Champions, La Martiniquaise’s Negrita, which sailed into millionaire territory with an 8% increase in sales.

Having formed part of the French drinks group’s stable since its acquisition of Bardinet in 1993, Negrita has been the subject of intense focus for La Martiniquaise in the past 24 months. Not only has the brand re-launched globally, with new, updated packaging, but the release last year of Negrita Spiced was catalyst enough to see the brand break through the one million case barrier in 2013 and enter the Brand Champions for the first time.

Meanwhile, the title race for the world’s largest-selling rum brand will have to wait another year, after Philippine brand Tanduay failed to share its sales data in time. With Bacardi reporting a 4% decline and Tanduay now launched in the US, the brand was looking strong to become the number one international rum brand.

RUM
BRAND OWNER 2009 2010 2011 2012 2013 % +/-
Bacardi Bacardi 18.6 19.3 19.6 19.8 19.1 -4%
McDowell’s No.1 Celebration United Spirits 11.1 13.8 15.6 17.7 19.0 7%
Captain Morgan Diageo 8.8 9.0 9.2 10.0 10.3 3%
Havana Club Pernod Ricard 3.2 3.7 3.8 3.8 3.8 2%
Brugal Edrington 4.0 4.2 4.0 4.1 3.5 -13%
Contessa Radico Khaitan 2.3 2.3 2.3 2.4 2.5 4%
Cacique Diageo 1.8 1.7 1.7 2.1 2.2 5%
Madira Tilaknagar 1.2 1.4 2.0 1.8 -10%
Montilla Pernod Ricard 1.9 1.8 1.7 1.7 1.5 -12%
Appleton Wray & Nephew 1.2 1.2 1.2 1.2 1.2 0%
Negrita Bardinet 0.9 0.9 0.9 1.0 11%

 

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

 

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