Rum sales leaderboard changes once againBy Amy Hopkins
Philippine brand Tanduay has overtaken Bacardi to become the world’s best-selling rum brand after reporting 17.5% growth last year.
The Asian rum’s sales hit 19.5 million cases in 2017, while Bacardi’s fell 2.7% to 16.8m cases, according to Brand Champions data published by The Spirits Business magazine.
In 2016, Bacardi was the world’s best-selling rum brand with sales of 17.2m cases, while Tanduay was in second place with 16.6m cases.
In recent years, Bacardi has shifted its focus to more premium positioning, releasing two new products with higher price points in April this year.
The Brand Champions report analyses the case sales of the world’s best-selling spirits, awarding the ‘Brand Champion’ title to high-performing products within each category. The Rum Brand Champion 2018 will be revealed in due course.
Data published in the report shows a mixed performance for brands across the rum category in 2017.
According to figures from market researcher provider Euromonitor, total rum sales increased 0.7% in 2017 to 144m cases.
The Brand Champions 2018 report has been published in the June 2018 edition of The Spirits Business magazine, out now.