RUM ’ S STAYCATION POWER the finest Hawaiian-grown cacao from our neighbors at Lydgate Farms , a fifth generation Kaua ’ i family farm that is recognized for producing some of the finest chocolates in the world .”
KEEPING TOP OF MIND New releases and marketing campaigns ramp up consumer interest in rum , and producers have been busy with both .
Zaya introduces two line extensions this year : Zaya Expresión , a blend of aged rums for mixing , and Zaya Alta Fuerza , a spice-forward overproof rum . “ The Zaya Ignite your Senses is our overarching brand campaign for the year ,” says Brynn Buechler , assistant digital marketing manager . The program includes both digital and trade-oriented efforts , as well as live virtual events , giveaways , and mixology programs .
Koloa recently debuted its Five-Year Aged Koloa Kaua ’ i Reserve . The third aged rum release for Koloa , it is a single-barrel rum , aged in charred American oak barrels and bottled at cask strength . “ The marketing team has developed meaningful partnerships with a group of mixologists and recipe creators that Don Papa rum is aged in bourbon barrels , which helps draw in non-rum drinkers beginning to explore quality rums , the company says .
LEADING BRANDS OF RUM , 2019-2020
( Thousands 9-Liter Cases ) |
|
|
|
|
YEAR OVER |
BRAND |
SUPPLIER |
2019 |
2020 |
CHANGE |
Bacardi |
Bacardi USA |
6,498 |
6,780 |
4.3 % |
Captain Morgan ( excludes Parrot Bay ) |
Diageo North America |
5,547 |
5,705 |
2.8 % |
Malibu |
Pernod Ricard USA |
2,193 |
2,734 |
24.7 % |
Admiral Nelson |
Heaven Hill Brands |
875 |
880 |
0.6 % |
Cruzan Rum |
Beam Suntory |
844 |
795 |
-5.8% |
Sailor Jerry |
William Grant & Sons |
680 |
680 |
0.0 % |
The Kraken |
Proximo Spirits |
490 |
494 |
0.8 % |
Castillo |
Bacardi USA |
460 |
405 |
-12.0% |
Captain Morgan ' s Parrot Bay |
Sazerac Company |
294 |
294 |
0.0 % |
Ron Diaz |
Prestige Beverage Group |
285 |
285 |
0.0 % |
Ronrico |
Beam Suntory |
270 |
266 |
-1.5% |
Calico Jack Rum |
Beam Suntory |
273 |
263 |
-3.7% |
Don Q |
Serralles USA |
257 |
262 |
1.9 % |
Barton Rum |
Sazerac Company |
260 |
260 |
0.0 % |
Appleton |
Campari America |
225 |
250 |
11.1 % |
Myer ' s |
Sazerac Company |
223 |
223 |
0.0 % |
Blue Chair Bay |
Fishbowl Spirits |
179 |
197 |
10.1 % |
Bacardi OakHeart |
Bacardi USA |
190 |
180 |
-5.3% |
Mount Gay |
Remy Cointreau USA |
162 |
167 |
3.1 % |
Flor de Cana |
William Grant & Sons |
158 |
167 |
5.7 % |
Total Top 20 Leading Brands |
20,363 |
21,287 |
4.5 % |
Others |
3,406 |
3,254 |
-4.5% |
Total Rum |
23,769 |
24,541 |
3.2 % |
Source : Beverage Information Group ' s 2020 Liquor Handbook
we have coined as our ‘ rumbassadors ,’” says Gunter .
Plantation is rolling out its Isle of Fiji Signature blend as a line extension of its other Signature blends from Barbados and Jamaica . The company is also releasing limited allocations of vintage rums , as part of its Bird Collection : Fiji 2005 , Jamaica 2003 , Barbados 2011 , Peru 2006 and Trinidad 2007 .
Don Papa ’ s main focus is expansion into new U . S . markets , says Rigby . April saw the launch of a sherry cask finish from four different casks : Fino , Pedro Ximenez , Palo Cortado and Cream . Besides social media and seasonal photo shoots , Don Papa has a traveling rum bar in a converted horse trailer .
Mount Gay began to reset the brand overall in 2020 , says Grisoni , “ and due to Covid we are extending our launch period through 2021-2022 .” Initially that included new blends for Mount Gay Black Barrel and XO , and a packaging redesign , as well as onand off-trade activations , consumer events , increased participation in its global sailing program and commitment to sustainability .
Destilería Serrallés , the Puerto Rico-based producer of Don Q , this
www . cheersonline . com Summer 2021 • 43