BY KYLE SWARTZ
Consumer trends in the alcohol industry have shifted significantly in recent years and the rum category has evolved accordingly . The Covid-19 crisis has even more people focused on health and wellness , while the influence of the Millennial and Gen-Z generations has only grown .
Meanwhile , several trends that had flourished pre-pandemic have picked up steam . Namely : Premiumization , barrel finishes and canned cocktails .
Which is all to say that many factors are in play as rum companies position their products for 2023 and beyond .
PREMIUMIZATION REMAINS KEY Before Covid ever reached our shores , and consumers began splurging on their home bars , peopsle had already begun eyeing retailers ’ top shelves . Nothing here has changed . “ We first launched our premium rum portfolio in 2018 , and each year , the consumer appetite for more premium , aged spirits
36 • Summer 2023 www . cheersonline . com