Rum is beginning to encroach on the gin category in the UK, with growth recorded across all segments in recent months, according to research.
A review of the category by NielsenIQ’s CGA division claims that total sales for the rum category in the UK during the last 12 months to 18 June broke GBP1bn (US$1.2bn), as flavoured and spiced expressions delivered impressive growth. The pair accounted for 60% of all rum sales in the UK, an 11-percentage-point lift from the same period in 2019.
At the same time, according to CGA, white and dark rum expressions are also on the rise, with the overall category overtaking whisky/whiskey in spirits market share terms.
On a price basis, “premium” rum registered a “sharp increase” although “standard” rum lost share despite increasing its sales.
“We’ve been predicting growth in the rum category for some time now, but its performance since the end of COVID-19 restrictions has been phenomenal,” said CGA client director Paul Bolton. “Rum’s versatility in cocktails and the explosion of new flavours have both helped to pull in new drinkers, and the successful positioning of premium brands has encouraged a lot of people to trade up from mainstream options.
“With so many taste profiles and cocktails to explore, and such a young demographic embracing them, there is still a lot of headroom for growth.”
Consumers have taken their enjoyment of cocktails at home into the on-premise as lockdowns have eased: Speaking to Global Drinks Intel magazine last month, Jordan Palmer, the co-founder of mixers producer Lixir Drinks, noted that rum & tonic has become a more-popular serve in the bars this year.
Cocktails at home encouraging experimentation with mixers – Consumer Intel
