StateWays is the only magazine exclusively covering the control state system within the beverage alcohol industry, with annual updates from liquor control commissions and alcohol control boards and yearly fiscal reporting from control jurisdictions
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StateWays | www.stateways.com | July/August 2017 19 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. "The main challenge within the rum industry is the prevail- ing stigma that rum is not a premium product," says Rashidi Hodari, senior marketing director at Cruzan Rum. "Compared to other spirits, rum is commonly viewed as a value-priced com- modity or solely a fruity cocktail ingredient, as opposed to a more complex spirit that can stand alone in a glass." SUPPLIER OPTIMISM "We believe the premiumization of the rum category is just a few years away," says Ned Duggan, vice president, brand managing director for Bacardi. "Its versatility and diversity in profiles has truly awakened the interest in premium rums and continues to drive the upward trend in the category. And they also realize some serious effort is needed to change things. "We believe that what has happened for the other categories, with premium expressions developing - it is time for it to happen with rum," says Dorothée Heriard Dubreuil, director of brand marketing, Mount Gay Rum at Rémy Cointreau USA. "People today do not believe a premium rum exists, and it's our role as the oldest rum in the world for us to educate them on the craft behind the brand. That's what we intend to do." "Rum continues to be a category that has not yet seen the benefits of premiumization trends," agrees Christine Moll, cat- egory marketing director - rums, Campari America. "As such, overall rum continues to be sluggish. But is not all doom and gloom. At Appleton Estate we focus on the premium aged rum segment of the category where we see good momentum and steady growth signaling that consumers are starting to get curi- ous about this segment." Moll mentions Appleton Estate Reserve Blend and Rare Blend 12 YO as examples of expressions that can lead the way, both with double digit growth over the past few years. To fur- ther segment Appleton's reputation as a high-end rum, Campari America recently gave two of the brand's expressions a make- over and a new name: J. Wray Jamaica Rum Gold and Silver are replacing Appleton Jamaica Rum Special and White, respec- tively. The price and the liquid for both will remain the same as their predecessors. Appleton Estate's master blender Joy Spence, who became the first female master blender in the rum industry in 1997.