Rum Update
www.beveragedynamics.com
July/August 2017• Beverage Dynamics 29
LEADING RUM BRANDS, 2014-2016
(000 9-Liter Cases)
% Change
BRAND SUPPLIER 2014 2015 2016P 15/'16
Bacardi Bacardi USA 7,452 7,172 7,100 -1.0%
Captain Morgan (excl. Parrot Bay) Diageo 5,755 5,675 5,695 0.4%
Malibu Pernod Ricard USA 1,845 1,922 1,967 2.3%
Admiral Nelson Heaven Hill Brands 836 844 850 0.7%
Cruzan Rum Beam Suntory 750 762 775 1.7%
Sailor Jerry William Grant & Sons 738 744 744 0.0%
Castillo Bacardi USA 722 677 670 -1.0%
The Kraken Proximo Spirits 424 435 450 3.4%
Captain Morgan's Parrot Bay Diageo 355 338 342 1.2%
Ronrico Beam Suntory 342 329 325 -1.2%
Total Leading Brands 19,219 18,898 18,918 0.1%
Others 5,841 5,777 5,491 -5.0%
Total Rum Category 25,060 24,675 24,409 -1.1%
(p) Preliminary.
Source: The Beverage Information Group's 2017 Handbook Advance. For more data and analysis, visit www.BevInfoStore.com.
super-premium spirits will expand into the rum category,"
Hodari says. "To gain traction in this realm, we expect to see
rum brands take a page out of whisky's playbook and more ac-
tively communicate their heritage, provenance and production
processes to premium rum fans."
Eason agrees. "Bourbons have re-
ally shown us the way. Consumers
have become so educated on bour-
bons and anytime we can make a
comparison helps."
Hodari says the path worked well
for other premium spirits - specifi cally,
rum brands can capitalize on the growing trend of high-end rum
bars and rum cocktails, and continue working with bartenders
interested in the spirit.
Plantation Rums set a good example. In addition to creat-
ing Pineapple Rum Stiggins' Fancy, a
recreation of a very old style done in
conjunction with spirits and cocktail
writer David Wondrich, the brand
recently launched Plantation O.F.T.D
Overproof, a blend of rums from Guy-
ana, Jamaica and Barbados offered
at an 69 percent ABV in collabora-