Analysis: Spirits in global travel retail

30th January, 2018 by admin

Rum

Rum has long been the bridesmaid and never the bride in DF and TR, where its much­-touted potential has not quite come to fruition. It has a 3% share of the wine and spirits market in the channel, with Bacardi the outright leader.

Mike Birch, managing director at Bacardi Global Travel Retail, says: “There’s no doubt the rum category still has tremendous opportunity for growth in DF and TR, and we are committed to leading this potential through the depth and breadth of our range.” Bacardí Ocho and Bacardí Reserva Limitada sipping rums have been part of the trading-­up movement, as well as recruiting rum drinkers from whisky.

William Grant & Sons-­owned Sailor Jerry holds its own in the spiced category and is seeing traction having grown by 18% in 2016 in DF and TR. Pernod Ricard Havana Club is also experiencing growth in the channel, strengthened by the easing of trade restrictions between the US and Cuba.

The arrival of newcomers is a welcome trend in the segment, and one of the most publicised has been Wild Tiger from India. Gautom Menon, founder and brand owner, says: “We believe rum is the category that will make the next big wave in DF and TR. One just has to look at the exhibitors that have popped up in recent DF and TR trade shows around the world.”

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