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How is overproof rum playing to its strengths?
As flavoured and spiced rums rise in popularity alongside lower-ABV serves, where does that leave overproof rum?
*This feature was originally published in the June 2024 issue of The Spirits Business magazine.
While it might be relatively niche within the wider rum sector, bartenders have long shown a penchant for the overproof subcategory, reaching for higher-ABV rums for classic cocktail such as the Zombie and the Daiquiri.
Lower-alcohol serves might be gaining favour with health-conscious consumers (predominantly Millennials and Gen Z), but bartenders and overproof brands are finding new ways to attract drinkers with more premium offerings and creative serves.
Wray & Nephew reigns supreme in its home market of Jamaica, but fellow local distiller Worthy Park is giving the giant a run for its money with its new high-end Worthy Park White Overproof, a blend of molasses and cane juice distillates. Known for producing an overproof molasses-based expression under its Rum-Bar brand, Worthy Park has now released the new higher-ABV expression as part of its core Worthy Park range.
“We didn’t think about putting another overproof out there,” explains Alexander Kong, commercial manager, spirits at Worthy Park Estate. The move was due to the success of the Worthy Park brand, he says. The profiles of the two overproof rums are “so different”, with the addition of cane juice to the Worthy Park Overproof “lightening the profile” and bringing “lots of fresh cane notes”. Sales of Rum-Bar Overproof are mostly in Jamaica, Kong adds, while areas with a “high percentage of Jamaicans” also perform well, citing California with its “big tiki rum culture”, as well as Florida, New York, Germany and the UK.
Major focus
The on-trade channel is a major focus for many overproof rum makers because cocktails are key to sales. “Overproof rums have always been used in tiki cocktails, that’s the reason why the on-trade channel has historically been our main target for this rum,” says Maison Ferrand founder Alexandre Gabriel about his overproof bottling Planteray OFTD (69% ABV). The rum was developed a decade ago with bartenders and tiki experts, he adds. “I felt there was a gap for a true deep flavourful overproof rum.” He adds: “It was thought to be perfect in cocktails, and the bartending community around the world became our best ally to develop its footprint. We then realised that the off-trade presented a great potential for this SKU, as we started seeing our sales take off in this channel.” The US is the biggest market for OFTD, and it is also doing very well in the UK, Gabriel notes.
For Seychelles-based Takamaka rum, the brand’s Overproof bottling is typically sold in more on-trade-focused markets such as the UK, and performs strongly in Cyprus, France, Italy, Spain, Taiwan, and Dubai, according to co-founder Bernard d’Offay. “It’s marketed more towards bartenders and for cocktails. I don’t think there are a lot of rum brands playing in this space, there was definitely an opportunity, and I think the proof has its place in every good bar around the world. There’s always an application for it.”
Speaking about overproof’s potential in the off-trade, Gabriel notes that drinkers have become more adventurous in their drinking choices. He notes that consumers have realised OFTD is a “great stabilising element for home-made liqueurs, and that overproof rums are fundamental when preparing an exotic or fruity cocktail that requires a stronger rum to cut through the intense fruit flavours”. He says some stores are asking for bigger formats such as one-litre bottle.
Tiki drinks
In Bermuda, Goslings Rum’s 151 (75.5% ABV) is typically consumed in a Rum Swizzle, says Andrew Holmes, Bermuda brand director for Goslings. “Traditionally it goes in tiki-style drinks,” he says, noting serves such as the Zombie and the Mai Tai, where it is added to a passion fruit garnish. Holmes explains that another customary use for overproof rum in Jamaica is to pour it all over a roof during a wedding.
“We’ve seen more excitement around the 151 in the past years than we have, say, 15 years ago,” he says, adding that consumers are gaining a better understanding of the rum category. “Understanding proof is important. When you taste the 151 expression, it’s amazing how much more flavour is in it, if you can get past the alcohol. It’s a matter of educating consumers because I don’t think the majority know what to do with it, outside of lighting a bar on fire,” he says. “There’s still a lot of work to be done in the overproof category.”
But has the movement towards lower-ABV drinks had an impact on the overproof rum category? Holmes believes so: “The trend now is low-ABV serves and being more responsible when you’re consuming. That’s why cocktails like Spritzes are a thing again; it’s something you can have over a session. You can have three or four of those over the afternoon and you’re doing OK.” However, he adds: “The lower the ABV, usually the less flavour, and then you start getting into the category of what I call a rum liqueur, which means you’ve got added sugar and flavourings, and spiced rums are usually a little bit lower in ABV as well. So the trend towards what we’re seeing right now is actually the spirits category as a whole, not just the rum category shrinking.”
Holmes says the audience for overproof tends to be the “educated bartender, not your average consumer”. As an alternative to alcohol, Goslings also offers a ginger beer, which was introduced in 2009 to complement the rum, he explains, but is also typically consumed as a soft drink on the island.
Maison Ferrand’s Gabriel notes that drinkers of overproof tend to be responsible and consume it in longer serves or with a mixer, and they can be limited to just one or two cocktails in one sitting. Despite being a small subcategory, overproof appears to be growing. At UK retailer Master of Malt, buyer Lisa Halstead says overproof (rums 50% ABV and over) had a 10% share of total rum sales on the website in 2022, increasing to 11% in 2023. In terms of sales by value, the subcategory increased from 16% to 19% in 2023.
“Because a lot of overproof rum is high-ester rum, you can use less liquid in a cocktail” – 15ml or 20ml instead of 50ml, she notes. On the retail side, the best-selling SKU in the category is Pusser’s and through Master of Malt’s trade business, the biggest seller is Wray & Nephew.
Another area of potential growth for the overproof category is travel retail. Goslings used to operate a duty free store in Bermuda airport where it sold a lot of 151 Proof, says Holmes. “Because the duty is based on the alcohol by volume, when you remove the duty from the equation, those overproof rums are really good value at duty free.” However, it was “banned by the federal Aviation Authority, probably close to 20 years ago now, because it was too flammable to fly with,” he adds.
Instead, Goslings launched a 140-proof (70% ABV) expression for travel retail, which is only sold in the local airport and on cruise ships that visit the island. And while Goslings Black Seal 80 Proof (40% ABV) is available in travel retail markets such as the US, he notes there is “probably a good opportunity” to expand 140’s presence in travel retail.
Beyond Bermuda, the UK is the biggest market for 151 Proof, Holmes notes, with approximately 75% of it being sold in the on-trade. In the UK, spirits tax rose in line with inflation, which on 1 August 2023 resulted in a 10.1% increase – one of the biggest tax rises for decades. “The sticker price on 151 is considerably higher, depending on what you’re doing with it, most people would probably just gravitate towards the 80 Proof because they see it as better value,” says Holmes. In the brand’s home market, he says the brand also faces “very high taxes, which is why it always did so well in duty free”.
In Jamaica duty free, Rum-Bar Overproof is also Worthy Park’s biggest seller thanks to the lack of taxes, says Kong.
And Gabriel says of OFTD: “In markets like Northern Europe, where taxes are very high or in state control, the overproof is strictly in on-premise.”
Overproof vs overproof
Kong adds: “The good thing is that in those high-tax markets, we’re competing against other overproof rums. So it’s not like we’re putting this overproof against a 40% ABV rum.” He says Greece is a challenging market: “We can’t even import directly into Greece, right? Because it’s over 50% in tax.” On the flipside, in Jamaica, a more “economically sensitive country”, Kong says “if you’re only able to afford one or two drinks, you get essentially more bang for your buck when you’re drinking overproof”.
Peter Holland, brand ambassador, That Boutique-y Rum Company, notes that most of the bottler’s products are sold in retail for home drinkers. “We released a Colombian rum at 57% ABV and it was retailing for £30; it’s fab value for money. I want to make sure we have options that fulfil our need, not all rums need to be aged to be full proof either. Our last two Madeiran Agricole releases, at 57% ABV – one is unaged and one is nine months old – were both at an accessible price point. Rum and tonic is one thing brands don’t consider, Agricole rum only needs 25ml [in a serve] and it will stand out.”
He also says “authentic brands like Appleton and Mount Gay don’t sell high-proof, they try to sell volume. They very rarely dip into high proof. Mainstream brands don’t do it, they’re more price sensitive.”
In overseas French territories, there is a reduced rate of certain indirect taxes on rum produced in Guadeloupe, French Guiana, Martinique, and Réunion.
Global expansion is on the cards for Worthy Park, which will transition from selling its Rum-Bar Overproof to its new Worthy Park Overproof in the US. “There’s an opportunity internationally because Jamaica is very, very brand loyal,” says Kong. “Our brand is 14 years old, it’s not 70. We’re still new.
Wray & Nephew has been around for decades. So a lot of Jamaicans have born and died with that as the only overproof. For us, the growth is international.”
Who is your rum brand’s main target audience, and how are you aiming to diversify your consumer base?
Patrizia Damiani – global brand director, Diplomático
“The Diplomático consumer values authenticity and quality. They are vibrant people who are open to trying new products with a rich story behind them, and who like to embrace diverse taste experiences. Sometimes looking at indulging themselves with a delicious-tasting liquid, and sometimes at socialising with friends over an elegant cocktail, always guided by their passion to embrace memorable heartfelt moments. Considering the super-premium rum category is still small, we aim to attract consumers from other dark-spirits-adjacent categories. Additionally, we continue to educate consumers about our super-premium quality and broaden the range of consumption occasions. Diplomático rum enjoys a versatility that positions the brand to win on diverse occasions, and respond to the consumer needs for experimentation and high-quality drinking.”
Tarquin Leadbetter – founder, Southwestern Distillery
“Twin Fin’s target audience are new rum drinkers who tend to be a little younger. They’re keen to explore different tastes, try making new cocktails and like to share their discoveries and experiments with their friends. Twin Fin stands out from the line-up of traditional rums with distinct taste profiles and eye-catching bottles, which is exactly what our target audience want, to stand out from the crowd and try something different.”
Ali Pickering – chief marketing officer, Drinksology Kirker Greer
“Kadoo Rum has been crafted to appeal to 22- to 35-year-olds – typically those living in urban areas with their friends, and who have a bit more money to spend. This group is characterised by their love of socialising, enjoying drinks together before they go out and frequent popular party spots, and bars. Individuality and self-expression are important to this demographic, so our marketing approach centres around their diverse flavour preferences. Kadoo Rum offers a wide range of exciting flavours that cater to a diverse range of palates. We’re poised to launch a new summer social media campaign, alongside in-bar and in-store point-of-sale that embodies a kaleidoscope of Caribbean colours, and showcases vibrant, yet uncomplicated serves.”
Nathalie Parte – global marketing director, Havana Club
“We continue to diversify our consumer base by pushing the boundaries of innovation to produce exceptional expressions, whilst also maintaining a foothold in recruiting the premium rum drinkers of tomorrow. Therefore, both ends of our portfolio are important to the development of our brand and wider category growth. We’re also looking to recruit enthusiasts from other categories to the diverse world of rum by exploring maturation with a series of limited editions. Beyond premiumisation, it’s important to ensure our portfolio remains accessible and exciting for younger – of legal drinking age – drinkers who are attracted to brands whose values resonate with them. Our series of artistic collaborations with cultural icons like Skepta, Burna Boy, and Places + Faces enable Gen Z consumers to enjoy the exclusivity of owning a limited edition product, but also represent the entry point into rum in a way that feels familiar to them.”
Where do you see the potential for growth for overproof rum?
Laurent Cosson – global brand director, Mount Gay
“The potential for growth in the overproof rum category is substantial. These higher-ABV spirits are popular with bartenders, because they give a richer mouthfeel and add balance and structure to cocktails, and we are seeing this trend extending to consumers’ home bars too. As consumers continue to seek out unique and flavourful experiences, Mount Gay’s Eclipse Navy Strength offers a distinct offering, with its higher ABV of 57.1%. With notes of roasted pineapple, passion fruit, sea salt, cocoa and fresh oak, Eclipse Navy Strength delivers bolder and more vibrant flavours that stand out in cocktails like the Navy Paloma or Punch. The growing interest in craft cocktails and premium spirits presents a significant opportunity for overproof rum like Eclipse Navy Strength to carve out its place in the market.”
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