Beverage Dynamics

Beverage Dynamics-July/August 2017

Beverage Dynamics is the largest national business magazine devoted exclusively to the needs of off-premise beverage alcohol retailers, from single liquor stores to big box chains, through coverage of the latest trends in wine, beer and spirits.

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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-

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