Bumbu sales soar in UK on-trade
Pernod Ricard-backed Bumbu Rum has grown its value share by 27% over the last year in the UK’s on- and off-trade – chief operating officer Brian Berish explains the success.
Citing combined UK data from Nielsen off-trade (measured from the year to 1 November 2025) and CGA on-trade (measured from the year to 4 October 2025), rum brand Bumbu has grown its value share by 27% in the market.
Brian Berish, chief operating officer of Sovereign Brands, Bumbu’s owner, says that the brand “has now surpassed several established competitors to rank within the top 10 rum brands across the entire category [in the UK], at any price point, in both the on-trade and off-trade.”
The brand’s UK off-trade value share is up by 24.7% (Nielsen) and its on-trade value share has risen by 20% (CGA).
According to Berish, the performance is reflective of the brand’s versatile range – covering Bumbu Original, Bumbu XO and Bumbu Cream – which allows the brand to meet a range of different consumer occasions.
“Bumbu has grown by 27% in the past year indicating consumer willingness to trade up within rum and a clear opportunity for continued growth,” he notes of how rising demand for premium products is favouring the brand.
“Premiumisation remains rum’s strongest driver, especially in culturally-influential markets like the UK, France, the US, and key African countries. Cocktails, gifting, and trade-up occasions offer significant headroom,” he adds of further opportunities for growth.
“Taste-led premium rum continues to recruit new consumers as they look for flavour, quality and brands with a strong identity. Premiumisation remains a defining trend, and rum brands with cultural relevance and a clear flavour profile are best positioned to gain share.
“In the UK on-trade, where brands are built and trends take shape, Bumbu is the only premium rum growing year on year (CGA), driven by its unique flavour profile, distinct positioning and connection to contemporary culture.”
Berish also likens evolving rum demand to how consumers interact with whisky.
“They are seeking unique taste experiences, provenance, and premium cues,” he says. “Bumbu sits at the centre of this shift, with strong momentum across global markets.”
Education vital
In spite of Bumbu’s growth, Berish believes the main hurdle for the category as a whole is still a limited understanding of quality tiers among consumers, though a “taste-led” strategy can help attract new drinkers.
“The category can appear fragmented compared with whisky or Tequila,” he says, “making education vital.”
“With competition intensifying across adjacent premium spirits, success increasingly depends on a brand’s ability to articulate its flavour credentials and cultural relevance to unlock value and maintain momentum.
“Bumbu’s growth demonstrates how a taste-led strategy can transcend traditional rum drinkers, recruiting new consumers into the category and driving valuing.”
Brian founded Sovereign Brands in 1999 with his brother, Brett Berish. The company partnered with Pernod Ricard, which holds a stake.
Sovereign Brands’ spirits portfolio also includes McQueen and the Violet Fog gin, French liqueur Villon, and Scotch whisky brand, The Deacon.
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