Rum
“ 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 .”
– Marc Farrell , founder of Ten To One Rum
getting harder to source . The result is that we ’ re starting to see those distilleries that can source fresh cane juice are using that to make rum . This is moving rum away from an industrial activity and back into an agricultural activity . At the same time , we ’ re also seeing more emphasis on well-made premium rums . Rums with more care in the process and source of sugar cane and less additives . This can only be a good thing for consumers and the category .”
Which also speaks to likely the largest problem facing rum : How many consumers actually know any of these things ? A lack of knowledge has held back the category from further growth . Some people still think of rum as cheap and sugary , or the comically boozy stuff of pirate adventures .
How can the category combat these hurtful misconceptions ? Expect more rum brands to tap into the recent explosion in popularity in whiskey and tequila , highlighting how these premium , craft spirits are all made similarly .
Continuing to emphasize many of the elements that whiskey consumers are already familiar with will provide a boon for the category , says Farrell . “ Whether it be barrel-aging or unique cask finishes , exposing consumers to the importance of terroir from around the region , or the contrasting styles — and tasting notes — yielded by different distillation methods , there ’ s so much richness to the rum category that should appeal naturally to that same whiskey consumer . We just have to continue to invest in ensuring that those stories are told .”
CLASSIC COCKTAILS Another area that has helped fuel rum sales recently is the latest consumer turn towards classic cocktails .
“ We are seeing significant growth with classic cocktails such as Rum Punch , Expresso Martinis and Daiquiris ,” says Bob Gunter , president and CEO of Koloa Rum Company . “ Tiki cocktails are also showing a resurgence in popularity .” Others have noticed this trend . “ Nostalgia — or rather , classic references — are an ongoing trend that have been threaded throughout a variety of industries , and especially within the spirits space ,” says Couvreur of Mount Gay . “ When it comes to what our consumers are drinking , we anticipate the continued love for classic cocktails to drive growth in 2023 . From reinventing tried-and-true drinks , like the Old Fashioned , with unique flavors , or changing one ’ s perspective on a historic recipe , like the Daiquiri , consumers will be looking for new ways to break outside of the norm , yet still believe in what has passed the test of time .”
A rising interest in classic cocktails is surely helped along by these drinks appearing more frequently in cans .
“ Today ’ s consumer doesn ’ t want to sacrifice taste or quality , and they are seeking ‘ better for you ’ products . Our canned cocktails fit perfectly with this demographic shift , as they are all-natural , lower in alcohol and calories and they taste delicious ,” says Gunter . Agreeing with him is Pfenning . “ According to the International Wines and Spirits Record ( IWSR ), the spirit-based , ready-to-drink category is projected to increase $ 11.6 billion over the next five years , and more than 24 % volume-wise within that timeframe as well ,” she says . “ The convenience and robust flavor profiles are the true drivers of the success of Bacardí Ready-to-Drink Cocktails .”
Whatever form rum takes nowadays — limited release , RTD , barrel finished , authentic and craft , eco-conscious , or all of the above — the category has plenty of opportunity to lean into current consumer preferences and capitalize . Whether people respond , and the category grows , will depend on how well rum brands can communicate their advantages , their similarities and difference with other spirits , while carving out additional space in a broader alcohol market that ’ s shifting quickly with modern trends .
40 • Summer 2023 www . cheersonline . com