Bacardí reclaims best-selling rum title despite decline

Bacardí has snatched back its title as the world’s best-selling rum brand, The Brand Champions 2017 data has revealed.

Bacardí has reclaimed the top spot in the ranking of the world’s best-selling rum brands

The Puerto Rico-made brand lost the title to Indian rum McDowell’s No.1 Celebration – owned by Diageo subsidiary United Spirits Limited – in 2014.

However, USL has restated its historical data due to “recent business model changes”.

Official figures now show that McDowell’s No. 1 Celebration sold 14.9m nine-litre cases in 2016 – an 8% drop – making it the world’s third best-selling rum brand. Philippines-made rum Tanduay is the world’s second-largest rum brand and witnessed relatively stagnant sales in 2016, recording 16.6m cases.

Bacardí’s sales fell 1.09% in 2016 to 17.23m cases, continuing a trend of decline witnessed over a number of years. Nevertheless, it was enough to push the brand to the top spot.

A full list of the world’s best selling rum brands – along with The Rum Brand Champion 2017 ­– can be viewed in The Spirits Business’s Brand Champions 2017 report, out now.

Data, analysis and commentary from The Brand Champions – an in-depth look at the world’s biggest spirits brands – will be revealed on thespiritsbusiness.com shortly.