The rum segment of the spirits category has seen volumes improve markedly since the worst of the pandemic, but a “poor” presence in the Global Travel Retail is hampering a stronger recovery, according to a recent report.
In a consideration of rum’s GTR presence in the October issue of Global Drinks Intel magazine, spirits category reporter Joe Bates highlighted that rum has long lagged behind its brown spirits peers in the sales channel. A 52% year-on-year leap in sales by volume for the segment in 2021, however, suggests consumer interest in the segment is high.
“The rum category, particularly the premium and super-premium segments, are still under-represented,” Edouard Beaslay, global marketing director for the Venezuelan rum brand Diplomatico, told Bates. “There is a growing interest in super-premium rum among travellers … and operators can offer the variety consumers are looking for in GTR.”
The co-founder of the Equiano rum brand, Ian Burrell, argued that the range of rums in the channel currently is poor. “Internationally, duty-free stores offer very little variety in regards to their rum offering,” Burrell said.
“Consumers are not getting a chance to really experience how diverse the rum category is.”
The October issue of Global Drinks Intel magazine is available now. For details on how to subscribe, click here.
