News

Black Tears increases sales by 84%

29 May 2024 By Miona Madsen

According to recent statistics, premium Cuban rum Black Tears is the fastest-growing super-premium spiced rum brand in the UK.

Black Tears Rum — Black Tears Spiced rum has experienced a 84% growth in the past 12 months

According to Nielsen, a global leader in audience insights, data and analytics, the brand has seen an 84% increase in the UK’s multiple grocery channels over the past 12 months.

This is a further acceleration compared with January 2024, when the brand’s growth was 77% during the previous 12-month period.

“We chose the UK as the focus market for Black Tears a while ago, and the efforts are certainly paying off,” said Helena Zakmane, international commercial and marketing director of Island Rum Brands.

“Such a significant positive performance trend in the grocery channel is proving to us that the consumers appreciate the product and are making repeat purchases, which is one of the most important trackers of a brand’s success.”

Black Tears’ most significant UK multiple grocery listing is with Waitrose. The brand runs various promotional activities throughout the year, including a gift-with-purchase offer of a tea towel.

The brand plans to launch an on-pack gift promotion to promote Spiced Cuba Libre as Black Tears’ signature cocktail.

“Black Tears is certainly bucking the trend and setting the pace in the world of super premium spiced rums. Could the Spiced Cuba Libre be the drink of the summer?” said Stuart Ekins, co-founder of Cask Liquid Marketing, the exclusive Black Tears distributor in the UK.

Black Tears Spiced Rum is owned by The Island Rum Company, whose portfolio includes La Progresiva Cuban rums.

Currently exported to more than 40 markets worldwide, Black Tears is the third-largest premium rum brand.

Earlier this year, the brand announced its support for Cuban musicians and expanded its presence in global travel retail (GTR) and in the Australian market.