Rum
Port and Zinfandel finishes released over the last six months .”
“ We first launched our premium rum portfolio in 2018 , and each year , the consumer appetite for more premium , aged spirits has grown .”
MILLENNIALS AND GEN Z As younger LDA generations increasingly influence the marketplace , savvy brands have picked up on emerging Millennials and Gen Z trends .
“ Both generations consume less than the previous Gen X or Boomers . In fact , Gen Z has a reported 15 % to 18 % abstention rate among its cohort ,” says Brian Baker , CMO , Copalli Spirits , which makes Copalli Rum . “ The primary reason for not imbibing ? They dislike the taste and smell of alcohol .”
“ Additionally , unlike previous generations , both Millennial and Gen Z have created a series of hurdles that brands must navigate before they will engage and / or buy ,” he adds . “ These generations want to know what a company is doing to give back to the world , and how they treat their employees . How does my engagement with your brand help the world be a better place ? What does your brand do that helps the planet ? How truly sustainable and or net zero is your product — and that doesn ’ t mean purchasing offsets .”
For a brand to succeed with these generations , it will need to address these questions . “ And of course , make a delicious product .” This can be to rum ’ s advantage , and also detriment . “ Millennial and Gen Z consumers seem to be big proponents of authenticity — both in provenance and in craft — and also seem to embrace brand narratives that are more
– Lisa Pfenning , vice president , Americas , Bacardí Rum Portfolio
thoughtful in their articulation than similarly positioned brands might ’ ve been in the past ,” says Marc
Farrell , founder of Ten To One Rum .
“ In many ways , one might argue that much of this is antithetical to the way that rum as a category has been historically represented in the U . S ., and so I think it requires a continued shift in mindset — and a wave of new creators and thinkers in the category — to help move rum further into the hearts and minds of these emerging consumers .”
Critical in these efforts with younger consumers is when brands effectively communicate what makes their products authentic .
“ The marketing that has always worked best for us revolves around sharing our passion for Ten To One in as inspired and authentic of a fashion as we possibly can ,” Farrell says . “ We ’ re always trying to raise the bar as creative storytellers and champions , not just of rum , but of Caribbean culture as a whole , and I think we ’ ve always been most successful when we ’ ve stayed true to those ideals .”
Millennial and Gen Z drinkers also gravitate towards brands with an authentic eco-conscious goal .
“ We have focused on sustainability , transparency and quality in how we make rum ,” says Baker of Copalli Spirits . “ Those are core themes that drive that our public relations , social media and digital outreach — and those pillars are connecting with consumers .”
“ Unfortunately , there are a number of brands who ’ s sustainable claims are more greenwashing than authentic ,” he adds . “ For that reason , we are finding that transparency when it comes to our carbon footprint is gaining traction , and we are educating consumers about what sustainability really means .”
There are plenty of positive green aspects that the category can communicate with consumers .
“ Rum is the only spirit that can be made from what ’ s left over from an industrial process ,” says Ed Tiedge , distiller at Copal Tree Distillery , producer of Copalli Rum . “ When you make table sugar , you ’ re left with molasses . Sugar manufacturing is very efficient and quality molasses is
38 • Summer 2023 www . cheersonline . com