William Grant’s top UK spirits trends

11th July, 2014 by Amy Hopkins



White rum continues to account for the majority of the category’s value in the on-trade, yet this is falling year on year as value sales of flavoured and spiced rums have doubled in almost two years, contributing an additional ¬£50m to the category. Over 5,000 outlets have stopped selling white rum in the past year, meaning that a total of 109,000 now stock the spirit. Meanwhile, an additional 20,000 outlets have started to stock flavoured and spiced rums in the last two years. A total of 76% of consumers claim to drink rum as part of a cocktail and many are also gaining interest in aged expressions.


In the off-trade, men and women enjoy white rum equally, while 1.7m consumers are now drinking spiced and golden rum, the majority of which sit in the younger age demographic. Scotland is the largest region for spiced rum in the UK, accounting for 21.2% of value sales. The only sub-category that is declining in both value and volume is white rum, meaning that the whole category is down in the off-trade. According to William Grant & Sons UK, promoting the versatility of rum through simple serves and popular cocktails can help push sales.

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