This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.
Brand Champion
Rum Brand Champions 2014
RUM BRAND CHAMPION 2014: NEGRITA
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% |