RUM ’ S STAYCATION POWER
“ WE ’ VE FOUND THAT PEOPLE ARE TRADING UP AND TRYING NEW THINGS , AND ARE APT TO LEARN ABOUT A BRAND , DIVING DEEP INTO THE HISTORY AND CULTURE OF A SPIRIT ”
– Raphaël Grisoni , managing director for the Barbados-based Mount Gay rum
Club Blanco and Añejo , and Santa Teresa 1796 for signature , rum-based cocktails .
TOP SHELF GROWTH Rum ’ s greatest strength is its versatility and diversity , with expressions ranging from white rum and black rum , to dark rum , overproof rum , spiced and flavored rums and rhum agricole . Popular spiced and flavored rums are driving category growth as are topshelf super-premium aged rums .
Rum category revenue increased 5.9 % in 2020 , according to the Distilled Spirits Council of the U . S ., with most of that growth from High-End Premium ( 8.7 %) and Premium ( 7.6 %) and Super- Premium ( 3.7 %).
“ The success story in rum continues to be premium , with all category growth and optimism coming from super-premium and above segments ,” says Alex Fellows , senior brand manager for Diplomatico Rum .
“ Our rum portfolio has grown immensely over the years ,” says Rebecca Monday , general manager / beverage manager at VASO , a Spanish tapas-style restaurant in Dublin , OH . “ I ’ m personally a huge Tiki lover and never miss an opportunity to showcase a Tiki cocktail on each menu , as well as stock an assortment of 20 to 30 different rums behind the bar .”
“ The rum category is still benefiting from a strong retail performance in the U . S . and definitely experiencing premiumization ,” says Guillaume Lamy , vice president at Maison Ferrand , The Americas . But the Covid restrictions in restaurants and bars have hurt sales . The company ’ s Plantation Rum brand was growing at 26 % as of March 2020 , but ended the year at 15 %, due to a drop in on-premise business .
Sales of Ron Abuelo in the U . S . were healthy in 2020 , says Daniel Fábrega , vice president , export at Varela Hermanos S . A . “ Ron Abuelo is found primarily in the off-premise ; this has given us an advantage over many of our competitors as consumers ’ buying habits drastically transitioned this past year toward retail because of the pandemic .”
TRADING UP Premiumization is indeed driving growth , says Chris Rigby , managing director of North America for Don Papa Rum , pointing to the strength of the super-premium niche . “ There is now an established trend of consumers who are trading up to aged rums .”
“ The rum category in the U . S . continues to show signs of revitalization , with growth particularly in the premium category ,” despite the economic uncertainties brought about by the pandemic , says Malcolm Gosling Jr . The Goslings brand has benefited from the premiumization trend , and is growing healthily , he adds .
“ We ’ ve found that people are trading up and trying new things , mostly as a treat to themselves ,” says Raphaël Grisoni , managing director for the Barbadosbased Mount Gay , established in 1703 . “ There is more time to spend exploring , and people are apt to learn about a brand , diving deep into the history and culture of a spirit .”
One of the best-selling rum drinks at Reunion Ktchn Bar in Miami is the Coconut Pistachio Mai Tai , made with Big Five Coconut Rum , Clement rum , lime juice , house-made pistachio orgeat and pineapple .
40 • Summer 2021 www . cheersonline . com