“ Within sipping rums , we ’ re seeing a big lean towards innovative cask finishes .”
– Antoine Couvreur , managing director , Mount Gay
has grown ,” says Lisa Pfenning , vice president , Americas , Bacardí Rum Portfolio . “ In fact , as a result of the growing consumer interest , we launched our limited-edition Cask Series in 2021 . We first started with Bacardí Reserva Ocho Sherry Cask , then Bacardí Reserva Ocho Rye Cask , and have a new iteration coming later this summer .”
“ We ’ re seeing the trend of premiumization take off in bars and restaurants as well ,” she adds , “ with 72 % of bartenders reporting the most premiumization within tequila , followed by single malts , mezcal and aged rum , mostly driven by the surging popularity of rum-based cocktails .”
As with other spirits categories , premiumization in rum means more creative barrel finishes , giving consumers a wider range of innovative flavors to explore through .
“ Within sipping rums , we ’ re seeing a big lean towards innovative cask finishes ,” says Antoine Couvreur , managing director , Mount Gay . “ At Mount Gay , we ’ ve been exploring this with our Master Blender Collection , where master blender Trudiann Branker has the opportunity to discover and push the boundaries of rum innovation .”
Most recently Branker used Madeira wine casks , “ and this year , she ’ ll release a well-aged rum in a different cask ,” Couvreur says . “ Here , we ’ re seeing interest in exploring taste profiles and nuances , much like we ’ re familiar with in the single-malt world .”
Agreeing with him is John Meisler , vice president sales , Serralles USA , producer of Don Q rum .
“ Industry analysts expect as much as 15 % compound annual growth rates in the super- and ultra-premium rum categories ($ 30 to $ 100 ),” Meisler says . “ More growth is expected as well in the $ 250 rum category , while the overall rum category declines are driven by the value and standard segments .”
“ Scotch and bourbon producers . . . have created an audience for unique barrel finishes ,” Meisler adds . “ These tend to bring new , curious consumers to the brands / categories , and allow rum makers to showcase their rums . For us , they are created in small batches — like the Cognac ,
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